AN ASSESSMENT OF THE IMPACT OF IMPROVING CUSTOMER SATISFACTION IN FOOD SECTOR: A CASE STUDY OF MAHORGANY HEALTH FOOD LTD, GHANA
- Project Research
- 1-5 Chapters
- Quantitative
- Simple Percentage
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
Background of the study
Customers are a company's financial and intellectual capital, and the attitude and performance of the company toward them determines its survival and success. As a result, many pioneering businesses have adopted a strategy of deep realizing current and future consumer needs while also delivering goods of better quality than their expectations (Moharami, 2008). Because customer happiness is the main outcome of customer satisfaction, businesses should enhance their performance to please their consumers in order to get a competitive edge in a competitive environment (Fani et al., 2007). In Iran, Kalleh is one of the most popular diary brands. This business plans to strengthen its customer connections in order to enhance product quality and boost end-user satisfaction in order to grow its market share in a competitive market. This technique is used by all Kalleh subsidiaries in their projects. Bonny Chow is Kalleh Products' national distributor in the Southwest provinces of Khuzestan, Ilam, and Hamedan. The main goal of this research is to assess consumer happiness, the supermarket market, and identify strengths and weaknesses in order to improve customer satisfaction. Customer satisfaction is one of a company's internal activities that shows its commitment to fulfilling customers' needs in order to improve product and service quality. Consumer satisfaction is a state of mind in which the customer believes the product's qualities meet his or her expectations, while dissatisfaction is a state of mind in which the customer is dissatisfied and critical of the product's flaws. Customer satisfaction may also be defined as a user's response after buying a product or service. Fani, (2007) describes customer satisfaction as a sensation that is the consequence of a comparison between product quality and the needs of the consumer, as well as societal expectations connected with the product or service. Customer satisfaction, according to Moharami, (2008) is an individual method generated from a continuous comparison of actual performance with the firm's anticipated performance. Customer happiness is not dependent on the kind of activities or the company's market position. It is contingent on the firm's ability to provide the required level of quality. Customer satisfaction or discontent, according to Moharami,(2008) is the consequence of a mismatch between expectations and perceived quality.
Statement of the problem
Customer satisfaction is one of the most significant problems facing all kinds of businesses, as shown by the customer orientation philosophy and the fundamental concepts of contemporary corporate continuous improvement. A customer is a person or a business that purchases a company's products or services. Because the consumer pays for supply and generates demand, the client is the ultimate objective of companies. Businesses often follow the cliché that "the customer is always right," since satisfied consumers are more likely to purchase products and services in the future. Customer satisfaction is becoming an increasingly essential component of a successful company in today's competitive business climate. Customer happiness is a critical component of a successful and profitable business. Higher business margins, staff happiness, customer loyalty, customer retention, and repeat purchases have all been related to it. Customer happiness should become the basis for all other metrics of company success when evaluated in financial terms. Customers who are satisfied will return to purchase more, promote you to others, and cost less to sell to and service. In other words, companies that actively manage customer satisfaction are actively managing their continuing profitability. Customer satisfaction is essential because it offers a measure that marketers and company owners can use to manage and develop their companies. One of the customer retention methods used to enhance customer service and decrease churn is to build customer connections. The issue is that customer pleasure is seldom represented in financial terms. Instead than utilizing customer satisfaction assessment as a management tool to include the customer into their quality improvement processes and enhance profit, many companies classify it as a kind of "marketing intelligence." As a consequence, businesses are often aware of the expense of providing excellent service, but they are seldom aware of the cost of giving poor service. Even "happy consumers" will defect, according to several market research firms.
Objective of the study
The primary objective of the study is as follows
- To examine what customer satisfaction in food sector is all about
- To examine the kind of product been sold to customers at mahogany health food limited
- To examine the influence of food quality and service quality on customer satisfaction.
- To find out how to improve on the services been rendered by mahogany health food limited and how customers can be satisfied with it
Research Questions
The following questions have been prepared for the study
- What is customer satisfaction?
- What are the kind of services been offered to customers at mahogany health food limited?
- Does food and service quality reflect on customer satisfaction?
- Can customer satisfaction be improved at mahogany health food limited?
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