Download complete project material on Impact Of Perceived Service Quality On Customer Satisfaction And Brand Loyalty from chapter,
ABSTRACT
PASS 2024 UTME WITHOUT STRESS:- 👉 DOWNLOAD and PRACTICE with 2023 UTME CBT APP 📱👈
CLICK to DOWNLOAD NOW.:- 👉 PASS Your POST UTME by Downloading Your School's Post UTME Past Questions and Answers 📱👈
This research is used to explore the impact of perceived service quality on customer satisfaction and brand loyalty. The main objective of this study was to identify the service quality offerings of Honeywell Flour Mills Nig. Plc and Lister Flour Mills Ltd to their customers, to ascertain the level of customer’s satisfaction and to determine the relationship between customer service and brand loyalty. Questionnaires were used in collating respondent’s opinion.
The findings of the study based on the outcome using simple descriptive percentage and Pearson moment correlation method which interpreted the trends in the companies in terms of product quality, customer’s satisfaction, brand loyalty and perceived service indicate that positive significant relationship exist between perceived service quality, customer satisfaction and brand loyalty.
Customers are the most important components that make up a business without satisfying them, there will be no loyalty. Hence, some recommendations were suggested, one of which is that management must consider product quality and service quality as the foundation to build up consumer satisfaction and loyalty.
TABLE OF CONTENTS
Title Page
Dedication
Acknowledgement
Abstract
Table of Contents
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Research Questions
1.4 Objectives of the Study
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Limitations of the Study
1.8 Study Plan
1.9 Definitions of Key Terms
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction
2.1 Definitions of Customer Satisfaction, Brand Loyalty
and Service Quality
2.1.1 Customer Satisfaction
2.1.2 Brand Loyalty
2.1.3 Service Quality
2.2 Theories of Consumer Motivation
2.2.1. Sigmund Freud Theory of Human Motivation
2.2.2 Maslow’s Theory of Hierarchy of Needs
2.2.3 Expectancy Theory: By Vroom (1964)
2.2.4 Equity Theory of Motivation by Adams (1965)
2.2.5 Opponent -Process Theory of Motivation
2.2.6 Incentive Theory
2.3 The Theory of Perception
2.4 Product Quality and Importance
2.5 Clarification of Concepts
CHAPTER THREE: RESEARCH METHODOLOGY
3.0 This examined the authenticity of the research hypothesis and
the choice of method used in analyzing the data collected
3.1 Historical Profile of Honeywell Flour Mills Plc and Lister Flour Mills Limited
3.1.1 Honeywell Flour Mills Plc.
3.1.2 Brief History of Lister Flour Mills Ltd.
3.2. Statement of Hypotheses
3.3 Method of Data Collection
3.4 Population of Study and Sample size
3.5. Sampling Technique
3.6 Method of Data Analysis
CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND
DISCUSSION OF RESULT
4.0 Introduction
4.1. Demographic Data
4.2 Perceived Service Quality and Customer Satisfaction Analysis
4.3 Brand Loyalty Analysis
4.4 Hypotheses Testing
4.5 Discussion of the result
CHAPTER FIVE:
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary
5.2 Conclusion
5.3 Recommendations
References
Appendix
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
The broad goal of every marketing organization is to achieve effectiveness in its mission and efficiency in its process. Whereas the mission is its major objective, the process is its means or method of achieving the objective. To be efficient is to maximize output from a minimum of input or resource. To be effective is to achieve the purpose of existence for the organization.
Every marketing organization has used over the years product, price, place and promotion for the pursuit of these twin facets of management. However, in more recent years greater creativity and improved scientific approaches are being employed to ensure that at every transaction the customer is receiving enhanced value through perceived service quality.
Cowell (1996), defined perceived service quality as the judgment made by consumers when they compare their expectations with their perceptions of what they receive (service experience). Put differently, a service is regarded as an act, which add value to the recipient. It is also any activity or benefit that a party can offer to another, that is essentially intangible and does not result in ownership of anything.
Its production may or may not be tied to a physical product. Service therefore may relate to the process involved e.g. operating systems for providing products or it may relate to the people involved and the quality of interaction with the customers.
Perceived service quality is today not given as a separate activity but is weaved into every facet of the business whether product, price, place (distribution) or promotion so that a total quality management in its broadcast sense is applicable. Kotler (2002) defines service quality “as all parts of the distribution (delivery) process which add value to the transaction, from the customer’s view point”.
Service quality is designated with four characteristics. It is inseparable from the product provider, it is variable by the provider; it is perishable, meaning that it is lost anytime it is not given (utilized) and it is intangible, meaning that it is not a storable commodity.
Product or service is the main thrust for satisfying consumer needs. Today production systems are faster, able to produce more in shorter time; miniaturizations are possible and in vogue, designs look elegant, simple and compact although sophisticated in function.
In all these, the consumer is being given more choice. Smart people keep creating niches for more satisfactions still for the discerning or sophisticated consumer e.g. designer wears, perfumes etc as distinct from popular brands.
Perceived service quality as a process or strategy is combined with other marketing mix to create satisfaction for the consumer and loyalty to the brand or business. No business survives for a long time without achieving these twin results.
Business profitability and survival therefore force the marketer or entrepreneur to continuously challenge his/her structures, values, technology, products and offerings so that as consumers’ profiles, tastes, lifestyles, needs, etc change, so will the marketer change because any business that remains static is doomed(Brandy &Robertson, 2001).
The drive to providing excellent service quality to customers has forced fundamental changes in many organizations. Traditionally, hierarchical organizations have flattened out. Authority to act has moved from the top of the ladder to the bottom allowing employees in daily or regular contact with customers to act speedily and with assurance for the satisfaction of the customers on the spot.
To be able to do this with ease, such employees have been given very broad-based training in the operations of the organization and are also supplied with relevant and up to date information with regards to what the organization intends to achieve at every point in time(Christopher, 1994).
Companies that want to be in the forefront of success in satisfying consumers engage in marketing/consumer research to identify genuine needs, the size of the market, the location of prospective buyers, their age, gender, income levels, lifestyles, religious conviction etc. The companies that know all these are usually able to produce goods or services that consumers purchase to satisfy their needs.
The centrality of customer satisfaction is found in the popular marketing epithet: “The customer is king”. This is because whereas a political king rules his empire and expects obedience and respect from his subjects, the customer king, also expects his/her wishes, need and satisfactions to be paramount in the schemes of the producer.
This is why consumerism developed in modem marketing to forcefully, through legal or political means, make producers and suppliers, offer for sale, goods or services that are safe, economical affordable and dependable. In this way, business will be seen as being customer-driven (Cowell, 1996).
Brand loyalty is linked to customer satisfaction. If a producer readily produces goods or services that are safe, dependable, economical and affordable, the consumer is most unlikely to waver in purchases or seek to alternatives. This is why Liswood (2003) said that customer retention is the key to competitiveness and to driving profits, that the best measure of quality and value is customer retention.
1.2 Statement of the Problem
The Flour Milling Industry is vibrant and with a huge production capacity. Olaniyonu, (1998)gathered that there are about 22 mills around the country. Any mill that seeks to justify its existence and effectiveness needs to have its marketing and production skills to its front burner. In this regard, below are some of the problems identified in the study.
SEE >> HOW TO DOWNLOAD THE COMPLETE PROJECT (CHAPTER 1-5) NOW
WISH TO STUDY & LIVE in UK?:- STUDY, WORK AND LIVE IN the UK Application Form NOW OUT. Call 08030447894
