MANUFACTURING

This study was carried out to examine the relationship product quality on customer retention in manufacturing companies in Nigeria using Uniben table water, Ugbowo, Benin City, Edo State. Specifically, the study examined the relationship between product reliability and customer retention. The study also examine the relationship between perceived product quality and customer retention. The study further examine the relationship between product conformance and customer retention. The study employed the survey descriptive research design. A total of 150 responses were validated from the survey using a structured questionnaire to collect data from the respondents, out of which 150 copies were filled and retrieved and all copies were found to be valid and useful for this study because they were properly filled. To conduct the analysis , the study utilized statistical package for social sciences (SPSS 22.0) which were presented in tables, mean and standard deviation. Linear Regression analysis was used to test each hypothesis. From the responses obtained and analyzed, the findings revealed that there is no significant relationship between product reliability and customer retention. Also, there is a significant relationship between perceived product quality and customer retention. Lastly, there is a significant relationship between product conformance and customer retention. The study thereby recommend that manufacturing companies should be concerned about the quality of their products. This will help them to maintain a desirable customer base. Also, manufacturing company should produce quality products that the consumers expect. Products that can stand the taste of time and compete favorably in the market place.