Effect of Customer Satisfaction on Organizational Profitability, Using an Organization in the Food and Beverage Industry
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Date
2013-03-15
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Management Sciences
Abstract
This study examines the effect of customer satisfaction on organizational profitability of a reputable food and
beverage industry in Nigeria. More so, to determine the relationship between customer satisfaction and
organizational profitability. Primary and secondary data were used for this study. The primary data was
collected with the aid of questionnaires while the secondary data was collected from the selected
organization periodicals and journals. The data collected was analyzed using descriptive and inferential
statistical tools. The descriptive tools include tables and percentages while the inferential tools include
regression analysis and analysis of variance (ANOVA). The findings from the study show the R2 values of
0.612 which revealed that customer satisfaction independently explain 61.2% of the variation in
organizational profitability. The f-statistics of 12.307 of the organization revealed that the model is
statistically significant at 0.05 significant level. The study concludes that the satisfaction of customers leads
to more profitability. More so, there is a positive relationship between customer satisfaction and
organizational profitability
Description
Keywords
Customer satisfaction, business organization, profitability, target market