Determinants of Customer Trust on Brand Loyalty of Motor Dealers: A Case of Eldoret Town, Uasin Gishu County

: Brand trust denotes a party's belief that its needs were fulfilled in the future by actions undertaken by the other party, while loyalty is considered as a deeply held commitment to re-buy or re-patronize a preferred product and/or service consistently in the future. Brand equity is the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself. Customer loyalty to a brand can either be behavioral or attitudinal and this is contributed by factors that encompass product trust and equity. In the motor industry some level entry car makers like Toyota have gained more market than founding brands like Ford and Mercedes, this justified the purpose of this research This research analyses the determinants of trust on brand loyalty. The study was guided by the following research objectives; to determine the effect of quality on customer trust of motor vehicles, to establish the effect of price on customers trust of motor vehicles in Uasin Gishu county to examine the effect of accessibility of spare parts on customer trust of motor vehicles in Uasin Gishu county and identify the effect of cost on customer trust of motor vehicles in Uasin Gishu county. The research adopted Survey research design and its scope covered Eldoret town with a population of motor car dealers being interviewed. Questionnaires were used to get information from informants. The Liketh scale was used to determine the attitude of customers on quality, price and accessibility. There were pre-determined series of questions on Quality, Price and accessibility. The data were analyzed by using statistical packages that includes SPSS and Microsoft Excel. There were 166 respondents, 72.3% were male while 27.7 % were female. The ownership of motor vehicles was between 2-4 years. Toyota was the most owned brand with 62.0% while Subaru was owned by 10.2%. The automobile usage was at 90.6% private and 9.4% Public use. The quality determinants were done by analyzing four factors of quality; the respondents indicated that Toyota brands have undoubtedly the best quality in the market place with 32.8% agreed 10.6% strongly agreed while 6.1% disagreed. The price as a determinant of product brand was sorted by four factors and it was observed that Prices are fairly good for Toyota dealers with 23.2 % strongly agree and 30.3% agreeing to the factor, the building of trust based on a product price was observed by 20.2% to be true, the study established that prices and cost greatly determine the choice of a quality brand with a mean skewed to 0.The product accessibility saw three factors accessed and it had a greater determinant than all the other three factors (Agree that accessibility is a factor that determine loyalty), the resell value saw 49.5% strongly agree and 26.8 agree that this was the greatest determinant compared to information from dealers and spare parts availability. Product quality and brand accessibility were seen to have a major impact on trust over a brand. A relationship between variables was reviewed using regression model analysis it was conducted using a one way analysis of variance test. The p= 0.003 was less than 0.05. The F calculated (F=2.814) greater than 5% level of significance, reflected a significant model to this study. The regression equation indicated the core factor that matters on brand trust is simply because of quality of Toyota automobiles at 12.4% while the effect of prices had an insignificant P of 0.510 which is greater than 0.05 the effect of accessibility was also insignificant (p=0.508). The study recommends that manufacturers should base on quality of a product, accessibility of spares and the durability of a product.