The Influence of Service and Product Quality on Customer Satisfaction: A Study of UBA-Ventures PLC Bambili, Cameroon

Abstract

Purpose: Service quality and customer satisfaction are very important concepts that companies must understand if they are to grow and remain competitive in the business environment.  Service and product quality is considered to be very critical to any modern business because it contributes to higher customer’s satisfaction. The purpose of this study was to find out the implication of service and product quality on consumers’ satisfaction, particular focus was placed on variables like responsiveness, reliability, empathy and how they affect consumers’ satisfaction. Methodology: To accomplish this task both quantitative and qualitative research approaches were applied. A sample of 150 respondents was selected from the customers of UBa ventures PLC Bambili using a simple random sampling technique. Questionnaire was the main instrument for data collection for the study. The data collected was analyzed using both descriptive and inferential statistics. The ordinary least square (OLS) was use to verify the Findings: We observed that, responsiveness, reliability has a positive effect and empathy has a negative effect in predicting customer satisfaction. From the finding, the results also reveal an interesting relationship between service and product quality on customer satisfaction. We observe that all the indicators of service and product quality have significant effect on customer satisfaction, thus this findings can help organization gain competitive advantage by improving their service and product quality in terms of reliability, responsiveness and empathy Unique Contribution to Theory, Policy and Practice: It was recommended that, hospitality industries should create a complaint desk where customers can register their complaints and a systematic procedure to handle customer’s complaints. Also, proper explanation and use of a well understood language is vital for effective communication of employees. Management should put in place strict guidelines to be followed while dealing with customer’s complaints to be satisfactorily handled and thus increase the level of customer satisfaction.