Impact of Customers Brand Loyalty on Business Performance (a Case Study of Mtn, Ilorin)

Student: Islamiat Adeola Adesina (Project, 2025)
Department of Business Administration
Lens Polytechnic, offa, Kwara State.

Abstract

This study investigates the impact of customers’ brand loyalty on business performance, with a focus on how sustained consumer allegiance to a brand influences organizational growth, profitability, and competitive advantage. Brand loyalty, characterized by repeat purchases, positive word-of-mouth, and resistance to switching, remains a critical factor in modern marketing strategies. The research adopted a descriptive survey method, collecting data through structured questionnaires administered to both customers and business managers across selected industries. Findings reveal that high levels of brand loyalty significantly enhance business performance by increasing market share, reducing marketing costs, and fostering long-term customer relationships. Additionally, loyal customers contribute to higher revenue generation and serve as informal brand ambassadors, promoting the brand within their social circles. The study concludes that businesses aiming for sustainable growth and profitability must prioritize strategies that build and maintain strong customer loyalty, such as consistent product quality, excellent customer service, and value-driven marketing campaigns. Recommendations are made for businesses to continuously innovate and engage loyal customers to retain their trust in a highly competitive market environment.

Keywords
impact customers brand loyalty business performance ilorin
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