The influence of product quality management on customer loyalty in cosmetic industry:

Abstract

The study was intended to assess the influence of Product Quality Management on Customer Loyalty of Samona Products and was guided with a number of objectives that is to say; to establish the influence of durability on repeat purchase, to assess the influence of usability on product recommendation and to establish the relationship between product quality and customer loyalty in Samona Products. The study took a case study design where both qualitative and quantitative data was used in the study and a sample size of 56 respondents were used in the study. The study used both primary and secondary data with the aid of questionnaires, interview and documentary reviews and secondary data was got from different articles and texts written by other scholars are referenced in the study literature. Findings revealed that the enterprise’s clients do purchase products due to effectiveness in performance and use, the packaging model enhances purchase, customer trust products because they are friendly and have favorable prices and are strong relationship between durability and repeat purchase (r=0.71, P < 0.01). Customers of Samona products buy because of easy applicability, customers communicate with others on company product about the usability and quality of a given brand and a positive relationship (r=0.625, P < 0.01) which was revealed between usability and recommendation which makes a company to grow more sales as customer keep on coming. Further more products of Samona make customers fully satisfied. Also the study revealed a strong positive correlation between product quality and customer loyalty (r=0.702, P < 0.01). so product quality contributed 70% to customer’s loyalty and the firm’s output. The arguments were inline with Sargeant and West (2001).