RELATIONSHIP MARKETING AND BRAND LOYALTY OF CO-OPERATORS IN AKWA IBOM STATE UNIVERSITY STAFF MULTI-PURPOSE CO-OPERATIVE SOCIETY LIMITED (AKSUCOOP)

The study examine the effect of relationship marketing on brand loyalty of co-operators in Akwa Ibom State University Staff Multi-Purpose Cooperative Society Limited. Specifically, the study sought to; examine the effect of trust on brand loyalty of co-operators in Akwa Ibom State University Staff Multi-Purpose Cooperative Society Limited; examine the effect of communication on brand loyalty of co-operators in Akwa Ibom State University Staff Multi-Purpose Cooperative Society Limited; examine the effect of cooperator engagement on brand loyalty of co-operators in Akwa Ibom State University Staff Multi-Purpose Cooperative Society Limited. The study employed survey research technique to collect data from 242 respondents gotten from the population of the study which was 613. The instrument for data gathering was a structure questionnaire designed in line with the objective of the study. The data collected were analyzed using frequency tables, simple percentages, and Pearson product moment correlation was used in testing the hypotheses. Findings from data collected revealed that; trust has a significant effect on brand loyalty of co-operators in Akwa Ibom State University Staff Multi-Purpose Cooperative Society Limited; also, that communication has a significant effect on brand loyalty of co-operators in Akwa Ibom State University Staff Multi-Purpose Cooperative Society Limited; The finding also revealed that cooperator engagement have a significant effect on brand loyalty of co-operators in Akwa Ibom State University Staff Multi-Purpose Cooperative Society Limited. The study recommended among others; that; AKSUCOOP management should ensure regular dissemination of financial reports, operational updates, and decision-making processes to members in order to fosters trust by keeping members informed and engaged, ultimately enhancing their loyalty to the cooperative.