Impact of Service Quality on Customer Retention of Listed Food and Beverages Companies in Kaduna State

Abstract

This study examines the effect of service quality on customer retention of listed food and beverages companies in Kaduna State. The main objective of this study is to examine the effect of service quality on customer retention of listed food and beverages companies in Kaduna State. The study used an explanatory research design also known as Causal research. It is the investigation of (research into) cause-and-effect relationships. The Kerjcie and Morgan (1970) sample size determination table was used to determine the sample of this study which was 343. The source of data collection for the study is primary. The method for data
analysis and technique was multiple regression. The findings of the study show that service quality is positive and significantly associated with the customer retention. It reveals that outcome quality has a t-value of 3.349, coefficient value of 0.471 and a significance value of 0.002. The study concludes that service quality has been established to influence the customer retention of listed food and beverages company, Kaduna. The study recommends that the management should also give equal opportunity to all employees irrespective of service quality, so as to enhance effectiveness in the organizational performance and customer retention.