CHAPTER ONE
INTRODUCTION
1.1 Background of the study
Customers are a company's financial and intellectual capital, and the attitude and performance of the company toward them determines its survival and success. As a result, many pioneering businesses have adopted a strategy of deep realizing current and future consumer needs while also delivering goods of better quality than their expectations (Moharami, 2008). Because customer happiness is the main outcome of customer satisfaction, businesses should enhance their performance to please their consumers in order to get a competitive edge in a competitive environment (Fani et al., 2007). In Iran, Kalleh is one of the most popular diary brands. This business plans to strengthen its customer connections in order to enhance product quality and boost end-user satisfaction in order to grow its market share in a competitive market. This technique is used by all Kalleh subsidiaries in their projects. Bonny Chow is Kalleh Products' national distributor in the Southwest provinces of Khuzestan, Ilam, and Hamedan. The main goal of this research is to assess consumer happiness, the supermarket market, and identify strengths and weaknesses in order to improve customer satisfaction. Customer satisfaction is one of a company's internal activities that shows its commitment to fulfilling customers' needs in order to improve product and service quality. Consumer satisfactionis a state of mind in which the customer believes the product's qualities meet his or her expectations, while dissatisfaction is a state of mind in which the customer is dissatisfied and critical of the product's flaws. Customer satisfaction may also be defined as a user's response after buying a product or service. Fani, (2007) describes customer satisfaction as a sensation that is the consequence of a comparison between product quality and the needs of the consumer, as well as societal expectations connected with the product or service. Customer satisfaction, according to Moharami, (2008) is an individual method generated from a continuous comparison of actual performance with the firm's anticipated performance. Customer happiness is not dependent on the kind of activities or the company's market position. It is contingent on the firm's ability to provide the required level of quality. Customer satisfaction or discontent, according to Moharami,(2008) is the consequence of a mismatch between expectations and perceived quality.
1.2 Statement of the problem
Customer satisfaction is one of the most significant problems facing all kinds of businesses, as shown by the customer orientation philosophy and the fundamental concepts of contemporary corporate continuous improvement. A customer is a person or a business that purchases a company's products or services. Because the consumer pays for supply and generates demand, the client is the ultimate objective of companies. Businesses often follow the cliché that "the customer is always right," since satisfied consumers are more likely to purchase products and services in the future. Customer satisfaction is becoming an increasingly essential component of a successful company in today's competitive business climate. Customer happiness is a critical component of a successful and profitable business. Higher business margins, staff happiness, customer loyalty, customer retention, and repeat purchases have all been related to it. Customer happiness should become the basis for all other metrics of company success when evaluated in financial terms. Customers who are satisfied will return to purchase more, promote you to others, and cost less to sell to and service. In other words, companies that actively manage customer satisfaction are actively managing their continuing profitability. Customer satisfaction is essential because it offers a measure that marketers and company owners can use to manage and develop their companies. One of the customer retention methods used to enhance customer service and decrease churn is to build customer connections. The issue is that customer pleasure is seldom represented in financial terms. Instead than utilizing customer satisfaction assessment as a management tool to include the customer into their quality improvement processes and enhance profit, many companies classify it as a kind of "marketing intelligence." As a consequence, businesses are often aware of the expense of providing excellent service, but they are seldom aware of the cost of giving poor service. Even "happy consumers" will defect, according to several market research firms.
1.3 Objective of the study
The primary objective of the study is as follows
1. To examine what customer satisfaction in food sector is all about
2. To examine the kind of product been sold to customers at mahogany health food limited
3. To examine the influence of food quality and service quality on customer satisfaction.
4. To find out how to improve on the services been rendered by mahogany health food limited and how customers can be satisfied with it
1.4 Research Questions
The following questions have been prepared for the study
1) What is customer satisfaction?
2) What are the kind of services been offered to customers at mahogany health food limited?
3) Does food and service quality reflect on customer satisfaction?
4) Can customer satisfaction be improved at mahogany health food limited?
1.5 Significance of the study
The significance of this study cannot be underestimated as:
l This study will examine An assessment of the impact of improving customer satisfaction in Food Sector: A case study of Mahorgany Health Food Ltd, Ghana
l The findings of this research work will undoubtedly provide the much needed information to government organizations, food and hospitality sector and academia
1.6 Scope of the study
This study will examine the impact of improving customer satisfaction in Food Sector: A case study of Mahorgany Health Food Ltd, Ghana. It will further, discuss what customer satisfaction in food sector is all about ,the kind of product been sold to customers at mahogany health food limited and examine the influence of food quality and service quality on customer satisfaction. Hence staff of mahorgany health food ltd will serve as respondent for the study.
1.7 Limitation of the study
This study was constrained by a number of factors which are as follows:
just like any other research, ranging from unavailability of needed accurate materials on the topic under study, inability to get data
Financial constraint , was faced by the researcher ,in getting relevant materials and in printing and collation of questionnaires
Time factor: time factor pose another constraint since having to shuttle between writing of the research and also engaging in other academic work making it uneasy for the researcher
1.9 Definition of terms
Customer satisfaction: how well you, as a product or service provider, fulfil the needs and expectations of your customers
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The study will provide information to the government, policymakers, and development partners about the relationship between motivation and staff retention in public second cycle institutions, as well as its development.
The study will be useful to the organization's managers and stakeholders. The study's findings have implications for organizational principals who hold managerial positions.
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