Product customization and customer satisfaction a case study of Century Bottling Company Limited, Namanve Kampala
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Date
2015-06
Authors
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Journal ISSN
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Publisher
Kampala International University, College of Economics and Management
Abstract
The purpose of the study was to find out the relationship between product customization and
customer satisfaction. Customization of products is a marketing strategy that the company
employs aimed at meeting the expectations of the customers effectively and efficiently. It ·is a
marketing strategy that is designed to provide consumers with a product matched to their
individually stated needs in one or more product dimensions. Specifically, the study investigated
the extent of product customization at CBC, to establish the extent of customer satisfaction at
CBC, to find out other factors affecting customer satisfaction at CBC, and to establish the
relationship between customer satisfaction and product customization.
The study was conducted at Century Bottling Company Limited (CBC) in Namanve along Jinja
road, Kampala for a period of three months. It is significant to the management of CBC because
the findings of this study will help in the improvement of the product customization strategy, as a
marketing tool for the achievement of customer satisfaction and consequently customer loyalty.
The participating research design was used in order to have the respondents actively involved in
the research. The descriptive research design was also used by the researcher in order to ascertain
the characteristics of the variables. Data using questionnaires were gathered from 60 respondents.
this data was analyzed using tabulation, and charts. The results revealed significant and positive
·elationships between all the objectives. From the study, it is recommended that stability; strategies should be pursued to maintain the level of satisfaction of customers with CBC products and to intensify product customization promotion activities that make customers feel unique for example the share a coke campaign.
Description
A research report submitted to College of Economics and Management in partial fulfillment of the requirements for the Award of a Degree of Bachelor of Business Administration in Marketing of Kampala International University.
Keywords
Product customization, customer satisfaction