Product attributes and customer satisfaction

Abstract

The main objective of the study was to find out the relationship between product attributes and customer satisfaction with Mukwano Group of companies as the case study. The variables used in this study were; reliability and safety of a product, price of a product and the quality of the product and customer satisfaction. Primary data using self-administered questionnaires was the main source of information. For sampling, a model by Krejcie and Morgan (1970) was used to discover the sample population and the sample size of 59 respondents was obtained for the 70 persons that make up the population. SPSS software was used to analyze the data obtained from the field. Descriptive statistics were generated and interpreted and then correlation analysis was also conducted to answer the research questions of this study .The Likert scale was used while measuring the variables at hand and in this case: 1= strongly disagree, 2= disagree, 3= neutral, 4= agree and 5= strongly agree. The results obtained show with the vivid evidence acquired from the 59 respondents who participated in this exercise, that there is a positive relationship between product attributes and customer satisfaction whereby all the independent variables of reliability and safety, price of a product and quality of a product all when changed have a great impact on customer satisfaction and this is shown with the 99% confidence level achieved in all the three comparisons. The results identified should prove useful to business owners in Uganda in formulating product attributes, in line with customer satisfaction in order to ensure that unproductive expenditures are curtailed, while at the same time boosting public investment