IMPACT OF PRODUCT QUALITY ON CUSTOMER RETENTION IN MANUFACTURING COMPANIES IN NIGERIA
- Project Research
- 1-5 Chapters
- Quantitative
- Regression
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
ABSTRACT:- This study was carried out to examine impact of product quality on customer retention in manufacturing companies in Nigeria using ANAMMCO manufacturing company, Enugu State. Specifically, the study examined the relationship between product reliability and customer retention. The study also examine the relationship between product durability and customer retention. The study further examine the relationship between product conformance and customer retention. The study employed the survey descriptive research design. A total of 77 responses were validated from the survey. From the responses obtained and analyzed, the findings revealed that there is a relationship between product reliability and customer retention. Also,there is a relationship between product durability and customer retention. Lastly,there is a relationship between product conformance and customer retention. The study thereby recommend that manufacturing companies should be concerned about the quality of their products. This will help them to maintain a desirable customer base. Also, manufacturing company should produce quality products that the consumers expect. Products that can stand the taste of time and compete favorably in the market place.
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