CUSTOMER SATISFACTION AND BUSINESS PROFITABILITY: A CASE STUDY OF PHARMACEUTICAL OUTLETS IN EDO STATE

This study examines the relationship between customer satisfaction and business profitability in selected pharmaceutical outlets, focusing on five constructs: product and service quality, perceived value, customer expectations, customer loyalty, and repurchase intention. Using a quantitative design, data were collected from 154 customers and employees through structured questionnaires. Descriptive and regression analyses were conducted to assess the impact of each variable on profitability. Results showed that product and service quality, perceived value, and customer expectations had positive but statistically insignificant effects. In contrast, customer loyalty (B = 0.308, p = 0.000) and repurchase intention (B = 0.209, p = 0.016) had significant positive impacts, with loyalty emerging as the strongest predictor of profitability. The study recommends that pharmaceutical outlets invest in loyalty-enhancing initiatives, develop customer retention strategies, train staff in customer-centric service, leverage digital engagement tools, and integrate satisfaction metrics into strategic planning.