Determination of customer satisfaction in Beverage industries; the case of Afri Bottlers Limited

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University of Dar es Salaam
Due to competition on close substitute products ad price elasticity, afri Botlers had trived to maintain the prices of her products for more than eight years while other costs were increasing profoundly in the business environment. This objective was achieved through radical managing the internal costs and implementation of various cost reduction strategies such as outsourcing non-mainstream tasks and depots to third parties. Each distribution center was given a number of customers to serve. Customer service and price rise in December 2004 raised a concern that was a driver to this study. The study aimed at determining the factors that affect the level of customer satisfaction. The findings revealed that, the determinants of customer satisfaction are: the accessibility of the service provider, responsiveness of the service providers to the needs of the customers, efficiency of the distribution system and the prices of the products. Other factors affecting customer satisfaction were the quality and speed of distribution equipment, product quality, and delivery of service on time, products availability and customer care. For better performance, the company is advised to focus on improving all the opportunities around the determinants of customer satisfaction. The researcher suggests that future research should focus on other companies in the beverage industry such as SBC Company Limited, Tanzania Breweries and the in the industry. He further suggests that, the reasons for low market share in other regions such as Ruvuma and Rukwa need to be reached.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HD9348.T34N9)
Customer satisfaction, Beverage industries, Afri Bottler
Nyamusika, P.O (2005) Determination of customer satisfaction in Beverage industries; the case of Afri Bottlers LimitedMaster dissertation, University of Dar es Salaam, Dar es Salaam..