IMPACT OF PRODUCT QUALITY CONTROL ON CUSTOMER SATISFACTION: A STUDY OF SMES IN DAMATURU
Abstract
ABSTRACT
This research investigates the impact of product quality control on customer satisfaction within the context of some selected small scale business enterprise in Damaturu Metropolitan, with a specific focus on different variety of small scale business enterprise. The study aims to explore the existing quality control practices on operation of small scale business enterprise, understand customer satisfaction dynamics, and analyze the correlation between effective quality control and heightened customer satisfaction in the retail industry. The research adopts a mixed-method approach, combining qualitative and quantitative methodologies. Surveys, interviews, and observational techniques are employed to gather data from both the management of small scale business enterprise and its customer base. The collected data is subjected to rigorous analysis, employing statistical methods and thematic coding to derive meaningful insights. The theoretical framework guiding this study integrates established concepts from quality management and customer satisfaction literature. Through a comprehensive review of existing literature, the study identifies gaps in understanding the relationship between quality control practices and customer satisfaction in the specific context of fashion retail. Results from the data analysis shed light on the quality control measures in the operation of small scale business enterprise and provide a nuanced understanding of factors influencing customer satisfaction of small scale business enterprise in Damaturu Metropolitan. The findings contribute to both theoretical and practical knowledge, offering insights for businesses aiming to enhance customer satisfaction through effective product quality control. The study concludes with practical recommendations for Fashion Palace Enterprise and broader implications for the retail industry. By bridging theoretical insights with real-world practices, this research aims to inform strategies that promote sustainable customer satisfaction and business success in the dynamic retail environment of Damaturu Metropolitan.
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