This study measures the relationship between seller rude behaviours such as verbal and nonverbal aggression and customer loyalty in retail business transactions in Owerri Metropolis, Imo State, Nigeria. Using a descriptive survey, the study seeks to find the dominant seller aggression in Owerri and its impact on customer loyalty. Frustration–Aggression, Social Exchange, Relationship Marketing, and Consumer Behaviour are the frameworks for the study. The variables tested are Independent Variables (seller aggression: verbal & nonverbal) and Dependent Variables (customer loyalty). The sample size is determined using Cochran’s formula that yields a sample size of 384 distributed between rural and urban areas. Results indicate the following: seller aggression (verbal/nonverbal) is more rampant in rural Owerri than in urban locations, yet urban customers switch more easily than rural consumers due to the lack of adequate alternative in the rural environment; customer loyalty is higher in rural Owerri despite its high rate of seller attack experienced by its consumers; cordial relationships retain customers who are likely to recommend a retail shop, a retailer, or a product to others. Recommendations are proffered for retailers, storekeepers, customers, market leaders, and the government.

Keywords: seller aggression, customer loyalty, retail business, Owerri.