EFFECT OF TOTAL QUALITY MANAGEMENT ON CUSTOMER SATISFACTION. A STUDY OF COCA-COLA PLC, LAGOS STATE

Abstract

This study investigates the impact of Total Quality Management (TQM) on customer satisfaction within the Nigerian soft drink production sector, focusing on Coca-Cola Plc in Lagos State. The research assesses how TQM practices influence product quality consistency, customer perceptions of value for money, employee performance, and overall organizational success. Using a descriptive research design, quantitative data were collected through surveys from employees, consumers, suppliers, and distributors. Findings reveal that continuous improvement initiatives significantly enhance product quality and consistency, leading to higher customer satisfaction. TQM practices positively influence pricing strategies and production efficiency, improving customer perceptions of value for money. The study also highlights the critical role of employee training and development in enhancing customer service interactions, correlating with increased satisfaction levels. Additionally, the research underscores the importance of a customer-centric culture and the strategic use of technology and innovation in fostering long-term customer loyalty and organizational success. Despite limitations such as the geographical focus on Lagos State alone and reliance on self-reported data, the study provides robust evidence supporting the effectiveness of TQM in the Nigerian soft drink industry. The research offers actionable recommendations for industry practitioners, including strengthening continuous improvement processes, enhancing employee training, improving customer feedback mechanisms, fostering supplier and distributor collaboration, leveraging technology, and promoting a customer-centric culture. The study concludes that adopting and continuously refining TQM practices can significantly enhance customer satisfaction and provide a competitive advantage in the Nigerian soft drink production sector.