Influence of product quality and price on customer loyalty, the case of carbonated soft drinks i in Tanzania

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Date
2019
Journal Title
Journal ISSN
Volume Title
Publisher
University of Dar es Salaam
Abstract
The aim of this study was to examine the influence of product quality on customer loyalty to carbonated soft drinks. Specifically, the study examined the influence of product based quality, user based quality and manufacturing based quality on customer loyalty to carbonated soft drinks. The was explanatory and a number of 150 soft drink consumers from Coca Cola Kwanza Limited, SBC Tanzania Limited, and Sayona Beverages Industry who were selected using random sampling techniques were involved in a study. The data were collected using a self-administered question and multiple regression analysis was employed as analysis tools. The study found that all of the three attributes of product quality namely Product. User and manufacturing based quality have a positive and significant relationship with customer loyalty. The study further revealed that user based quality have more to do with customer loyalty than the other two variables. Specifically, both of the two attributes of user based quality (aesthetic and perceived quality), two attributes of product quality (features and performance) and two variables in manufacturing quality (conformity and reliability) were significant and have a positive relationship with customer loyalty whereas of a product. The study concluded that user based attributes of perceived quality and aesthetics need to be entertained by the managers.The study finally suggested that the future researchers have add more of variable: to have a thorough understanding of the factors influencing customer loyalty while including customer satisfaction as a mediating variable.
Description
Available in print form, EAF collection, Dr. Wilbert Chagula Library, (THS EAF HF5415.I57.T34R55)
Keywords
Quality of production, Customer satisfaction, Carbonated soft drinks, Tanzania
Citation
Rimoy, Jacqueline Gerald (2019) Influence of product quality and price on customer loyalty, the case of carbonated soft drinks,Masters dissertation, University of Dar es Salaam, Dar es Salaam.