Impact of Customer Satisfaction on Organizational Performance in Nigeria's Brewery Industry

Abstract

This study investigated how customer satisfaction influences the profitability of Nigeria's brewery industry. The objective is to establish the connection between customer satisfaction and organizational performance if any. Primary and secondary data were used for this study. The primary data was collected with the aid of questionnaires while the secondary data was compiled and gathered from the selected organization periodicals and journals. The population of the study included 84 staff of three (3) brewery companies in Lagos, Nigeria. The data collected was analyzed using descriptive and inferential statistical tools. The descriptive tools included tables and percentages while the inferential tools included regression analysis and analysis of variance (ANOVA). The findings from the study show the R2 values of 0.630 which revealed that customer satisfaction independently explains 63% of the variation in organizational performance in Nigeria’s brewery industry. The f-statistics of 3.838 of the organization revealed that the model is statistically significant at 0.05 significance level. The study findings also revealed that the satisfaction of customers leads to better organizational performance. It was recommended that brewery companies should invest more in product quality and prioritize customer service in order to improve customer satisfaction levels.