Determinants of customer satisfaction with beer products in Tanzania

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University of Dar es Salaam
The main objective of this study was to investigate factors influencing customer satisfaction with beer products in Tanzania based on 118 beer customers chosen randomly from three districts in Dar es Salaam namely Kinondoni, Ilala and Temeke.’ The study found out that reliability of supplies, service quality, efficient distribution system, package quality, availability of product in many packages, product quality, convenient procedures and working hours (process), employees’ courtesy and responsiveness towards customers’ needs, location business entity, presence of the full range of products all the time influenced customer satisfaction. Beer customers pointed problems encountered to include, the use of abusive language, dirty beer, late reporting back home due to transport problems, poor dress code for bar attendants, bar attendants keeping change without the customer’s consent, delayed service, expired beer, noises, over billing, poor hygiene conditions, robbery, attendants asking for offers, lack of food variety, low level of responsiveness of the bar attendants when a man is seated with a lady, price fluctuations, and customers running away without paying beer bills. The researcher recommends that sufficient capital and warehouse capacities for wholesalers and retailers should be available to stock sufficient quantities to cope with demand levels and frequency of orders. Future studies should search for reasons for the low market share of some beer brands.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class Mark (THS EAF HD9397.M84)
Beer, Customer satisfaction
Mulungu, A. L (2008) Determinants of customer satisfaction with beer products in Tanzania, Master dissertation, University of Dar es Salaam