Product quality and customer satisfaction in the aviation market of the oil industry : a case study of Air BP South Africa.
Bhengu, N. R.
MetadataShow full item record
In order to survive in today's competition, organisations are faced with a challenge of continuous improvement. At the core of any improvement efforts in the production and marketing of goods and services there is. quality improvement. Product or service quality has become one of the elements that give an organisation a competitive edge over its competitors, since today's customers logically take purchasing decisions based on what they pay for versus the price paid. For businesses, a race to customer satisfaction is infinite, customer satisfaction is no longer a choice but the only means for survival for many organisations. Therefore, organisations do all that is in their powers to satisfy customers, retain or increase the market share, make profit and survive in the business. In view of such a tough business environment it has become necessary to study the two important business concepts namely product quality and customer satisfaction. The question is whether the efforts put on producing and supplying the best quality of products enhance customer satisfaction. In other words, are the two concepts related in some way? The aim of this study is to describe relationships between product quality and customers satisfaction in the aviation market of the oil industry, specifically Air BP market. Since customer satisfaction is also manifested through other ways like product demand and customer loyalty, the research also studies the relationships between customer satisfaction and customer loyalty, as well as' customer satisfaction and product demand. Finally the relationships between product quality, product demand and customer loyalty are studied as indications of customer satisfaction. While emphasising on relationships, the study also describes the significance and importance of various quality dimensions to Air BP customers. It explains various quality definitions and dimensions and determines the most significant ones to the aviation market. The study also looks at the importance of product quality in comparison with price and service given to customers. Finally conclusions are drawn on the hypotheses and recommendations are given to Air BP. While the study recommendations are not prescriptive, they provide necessary information relevant to Air BP Marketing in a pursuit for customer satisfaction, customer retention and market share.