GREEN PRODUCT QUALITY AND CUSTOMER LOYALTY IN SUSTAINABLE MANUFACTURING: EVIDENCE FROM NAIROBI CITY COUNTY, KENYA

The manufacturing sector of any country contributes to the country’s socio-economic development and growth through its various products which drive customer loyalty. However, for the products to be sustained and to ensure they do not adversely affect the environment, there is need to examine the relationship between the quality of the products and customer loyalty. This relationship has not received much attention for the business to business (B2B) customers in Kenya. This study examined how green product quality influences green customer loyalty in selected manufacturing firms in Nairobi City County of Kenya. A descriptive cross-sectional survey design was used and a self-administered questionnaire to 258 respondents drawn from a population of 725 manufacturing firms in the County.