Influence of Product Quality on Customer Satisfaction in The Mobile Phones Industry A Case of Jerera’s Ward Nineteen (19) Mobile Smart Phone Users in Masvingo

Abstract

The purpose of this study was to investigate the influence of product quality on customer satisfaction in the mobile smartphone industry. The study also sought to determine the relationship between product quality variables (performance, features, reliability, conformance, durability, aesthetics, serviceability, and perceived quality) and customer satisfaction. The study used a sample size of 384 and 231 questionnaires were successfully completed and returned. A stratified sampling design was used. The study adopted descriptive research design and quantitative data analysis was conducted using SPSS. The results revealed that product quality had a positive influence on customer satisfaction. They also show that product quality variables (performance, features, reliability, conformance, durability, aesthetics, serviceability, and perceived quality) have a positive significant relationship with customer satisfaction. This was revealed through regression analysis which showed positive coefficients and a p-value of 0.000 at a 5% confidence level. This study concluded that product quality influences customer satisfaction and if the products are of low quality then customers would be dissatisfied and lead to lower profitability and poor sales volumes in companies. Basing on the findings it was then recommended that smartphone companies or manufacturers improve the quality of their products to ensure customer satisfaction. Further research was also recommended in order to address the limitation of this study, further research can be conducted using different customers in order to increase the validity of its findings.