The influence of product quality on customer satisfaction of Mukwano manufacturing industries in Uganda: a case study of Kampala District

Abstract

Product quality and customer satisfaction are paramount considerations for the Mukwano Manufacturing Industries, as they strive to deliver high-quality products and ensure customer satisfaction. The manufacturing sector in Uganda has experienced growth and diversification, with companies emphasizing product quality to compete for market. The main objective of the study was to assess the influence of product quality on customers satisfaction of Mukwano manufacturing industries in Uganda. The study used a cross sectional design. The study used primary data that was collected through an online questionnaire that was filled by 107 customers in Kampala district. The findings showed that majority of the customers (48.69%), were satisfied with the quality of Mukwano products, followed by those who neutral (27.10%), 19.63% of the customers were very satisfied with the quality of Mukwano products while 3.74% were dissatisfied with the quality of Mukwano products and 0.93% of the customers were very dissatisfied with the quality of Mukwano products. The final results indicated that pricing of the products (P =0.039), customer service (P =0.015) and customer loyalty (P =0.000) had a significant relationship with customer satisfaction of Mukwano products at 5% level of significance. This is because the p-values are less than 0.05 level of significance. The study concluded that prices of products, quality of customer service and customer loyalty were the main factors influencing product quality of Mukwano industries. The study recommended the government to establish consumer education campaigns to increase awareness about the importance of product quality which enables customers to make choices based on quality thereby driving companies to improve their products. The study also recommended the government to provide tax incentives and holidays to encourage more production of goods. This enables production at subsidized cost which enables industries to provide goods at reduced prices. The study further recommended the government to support companies in implementing customer loyalty programs which strengthens the bond between customers and companies leading to higher customer satisfaction and loyalty.