| dc.description.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). | en_US |
