Title: Effect Of Product Quality On Customer Satisfaction And Loyalty
Authors: Dr. Amanawa, David Ebiegberi, Dr. Darius, Blessing , Dr. Awu, Ebiasuode
Volume: 9
Issue: 2
Pages: 77-86
Publication Date: 2025/02/28
Abstract:
This study critically examines the interconnected dynamics of product quality, customer satisfaction, and customer loyalty within the Nigerian market, particularly in the food and beverage sector. Utilizing a comprehensive review of relevant literature and empirical analyses, the research underscores that high product quality significantly influences customer satisfaction, ultimately driving customer loyalty. The findings support the Negativity Theory, which emphasizes that aligning product performance with consumer expectations is vital for maintaining satisfaction. Strategies for enhancing product quality are discussed, highlighting the importance of robust quality control mechanisms, continuous innovation, and effective marketing communications to convey product benefits. Additionally, the role of personalized customer experiences and loyalty programs is examined as essential for fostering more profound connections with consumers. Recommendations for businesses in Nigeria include investing in quality assurance, monitoring market trends, and implementing educational campaigns to bridge the gap between consumer expectations and product realities. The results of this study offer valuable insights for managers and stakeholders looking to strengthen their brand's competitive edge through improved customer engagement and loyalty. Understanding and effectively managing these factors will be crucial for organizational success and sustainability as the Nigerian market grows increasingly competitive.