Product Quality And Customers' Satisfaction [Case Study Of Nestle Nigeria Plc]

Abstract

Organizations today are operating in an environment in which little is certain, the tempo is quicker and the dynamics are more complex. The customer is central to the organization and assessing customer satisfaction is a vital element in any strategy for business performance improvement. This makes customer satisfaction a driver for survival, competitiveness and growth. The key determinant for a sustainable business is customer loyalty as loyal customers not only increase the value of the business, but they also enable businesses to maintain costs lower than those associated with attracting new customers. By creating and preserving customer loyalty, organizations develop a long term, mutually beneficial relationship with the customers. The purpose of the research is to examine product quality and customers' satisfaction in relation to Nestle Nigeria Plc. The study used primary data. Primary data was acquired through distribution of questionnaire to the selected staffs and customers of Nestle Plc. Data is being analysed with the aid of Statistical Package for Social Sciences (SPSSv25). Frequency tables and percentages are being adopted in the presentation and analysis of the data generated for the study. The study found that (i) Nestle Product benefits does have effect on customers’ satisfaction, (ii) Nestle Product images does not have any effect on customers’ satisfaction, (iii) Nestle Product characteristics do have effect customers’ satisfaction (iv) Product price has effect on customers’ satisfaction. In conclusion, product quality is not the only influencing factor for customer satisfaction; however, it has a significant impact on customer satisfaction, which leads to high performance/efficiency of a company. Meanwhile, a manufacturing company's long-term survival in a competitive environment is heavily reliant on the quality of its products.