Product quality and customer satisfaction a case of two wheeled motorcycles in Dar es salam Tanzania

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University of Dar es Salaam
Motorcycles are a rapidly growing form of transportation in Africa, both for personal and commercial transportation. The purpose of this study was to explore product quality and customer satisfaction. The specific objectives were to determine: how two wheeled motorcycle prices lead to customer satisfaction/dissatisfaction, customer’s satisfaction/dissatisfaction with the motorcycle performance, maintenance costs and the motorcycle’s safety. A descriptive research design was conducted in peri-urban and urban areas of Dar es Salaam Region in May, 2013 through single-stage area sampling technique. A total of 100 incidentally selected eligible commercial motorcyclists participated. Face to face interviews were performed using a standard questionnaire. Data was analyzed using SPSS version 16.0 whereby one- sample Kolmogorov-Smimov tests was used to obtain the result of the research questions and summaries were presented in forms of tables and figures. The study findings reveal that customers were not satisfied with motorcycles’ engine life span. Therefore actual performance does not relate to perceived quality. They were discouraged with high cost of motorcycle repair and maintenance which is caused by frequent repairs and high spare parts’ prices. Customer satisfaction is not limited to some motorcycle quality attributes. Also motorcycle prices are considered to be generally high or their prices do match with their quality. The major recommendations are that the Tanzania Bureau of Standards should increase frequent inspection of imported motorcycles and impose heavy punishment to any trader who will be caught importing motorcycle with poor quality. Mass education should be given to commercial motorcyclists on the importance quality standards or specifications.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark ()
Product quality, customer satisfaction, two wheeled motorcycles, Dar es salam, Tanzania
Ramadhan, V. (2015) Product quality and customer satisfaction a case of two wheeled motorcycles in Dar es salam Tanzania. Master dissertation, University of Dar es Salaam. Dar es Salaam.