Re-evaluating the Impact of Product Quality Consistency on Customer Satisfaction: Insights from Coca-Cola, Nigeria

Abstract

The effect of product quality consistency on customer satisfaction at Coca-Cola Nigeria, which focuses on its Lagos State operations, was investigated in this study. In a highly competitive market, customer satisfaction is influenced by various factors, including product quality, pricing, and brand image. Despite Coca-Cola's established reputation, understanding the direct impact of product quality consistency on customer satisfaction and loyalty in the Nigerian context still needs to be explored. This study addresses this gap by examining how product quality consistency shapes customer experiences and satisfaction. The research employs a descriptive approach, utilising a survey of 271 Coca-Cola consumers in Lagos State. Data were analysed using structural equation modelling to assess the relationship between product quality consistency and customer satisfaction across three key dimensions: perceived quality, accessibility, and feedback. The results indicate strong positive relationships, with path coefficients of 0.399 (p < 0.000) for accessibility, 0.394 (p < 0.000) for feedback, and 0.331 (p < 0.000) for perceived quality. These findings underscore the importance of consistent product quality in enhancing customer satisfaction. The study recommends that Coca-Cola Nigeria prioritise maintaining high standards of product quality while also considering other factors, such as pricing and brand image, to boost customer loyalty. Limitations include the focus on Lagos State, and future research could explore similar relationships in other regions of Nigeria. This study contributes to the existing literature on quality consistency and customer satisfaction, providing actionable insights for companies seeking to improve their competitive edge through customer-centric strategies.