Influence of Customer Satisfaction On the Performance of Dairy Firms in Kiambu CountY

Abstract

This study explored the influence of customer satisfaction on the performance of dairy firms in Kiambu County, Kenya. The researcher used a descriptive research design, a quantitative research method, and conduct correlation and regression analysis. The population of the study was all managers from dairy firms in Kiambu County. Since the population of study was heterogeneous, a stratified random sampling technique was applied to obtain the participants from each category. Both drop, pick and online questionnaire were administered for data collection. The regression findings established a strong and positive correlation between customer satisfaction and dairy firms’ performance. A strong and positive correlation between innovation and learning perspectives and performance was established. Findings indicated that implementation of the strategic objectives of each of the customer satisfaction contributed to general performance of the dairy firms in Kiambu County. Investing in the implementation of customer perspective strategies was fundamental in fostering the performance of the dairy firms. Dairy firms in Kiambu need to enhance customer satisfaction by understanding their needs and expectation. Future researchers should improve the study through a representative sample by focusing on more industries.