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