EFFECT OF PRODUCT QUALITY ON CUSTOMER SATISFACTION OF SELECTED TABLE WATER BUSINESSES IN GOMBE METROPOLIS

The main objective of this study was to examine the effect of product quality on customer satisfaction of selected table water businesses in Gombe metropolis. While the specific objectives were to: (i) examine the relationship between aesthetics and customer’s satisfaction of selected table water businesses in Gombe metropolis; ii. to examine the relationship between perceived quality and customer’s satisfaction of selected table water businesses in Gombe metropolis. The study adopted survey research design and data were collected through the use of five (5) points Likert-scale questionnaire which was adapted from previous studies. The study covered customers of thirty-seven (37) table water businesses in Gombe metropolis. Due to infinity nature of the study population, the study used Cochran’s (1977) formula to arrive at 384 sample size and the study adopted convenience sampling techniques to administered 407 questionnaires to customers of the thirty-seven (37) table water businesses. Data obtained was analyzed using Chi-Square test with the aid of SPSS package. Findings from the study revealed that aesthetics has positive and significant relationship with customer satisfaction while perceived quality has weak significant relationship with customer satisfaction of selected table water businesses in Gombe metropolis. The study recommends among others that aesthetics’ attributes of the table water such as: taste, odor, color salinity, turbidity and size of the water should be improved from time to time in order to satisfy customer needs and aspiration and by extension increase business profitability.