Influence of Total Quality Management Practices on Customers’ Satisfaction and Retention in Multichoice Company, Lagos State, Nigeria
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Date
2023-12
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Lead City University
Abstract
The study explored the influence of TQM practices on customer satisfaction and retention within the context of Multichoice Company, Lagos, Nigeria. To achieve this aim, four specific objectives were raised and two null hypotheses were formulated. Three related theories were reviewed and discussed. The study employed a descriptive survey research design. The population comprised of over five million customers of Multichoice Company in Lagos Mainland. The sample size of 384 customers was gotten using Krecie and Mogan and the targeted customers were purposively selected around Lagos Island. The data were primarily sourced by administering questionnaire to the customers of Multichoice Company at Lagos Mainland. Out of the expected
sample size of 354, the researcher successfully retrieved 253 and they were analyzed using the frequency, percentage, mean and standard deviation. The two null hypotheses were analyzed using the Multiple Regression model. The results [(R=0.501 a, R2 =0.251, F =115.500, p <0.00; β1 = 0.042, p = 0.000; β2 = 0.080, p = 0.00] showed that there was a positive and significant relationship between TQM practices and customer satisfaction and retention. Multichoice's commitment to quality control, continuous improvement, employee involvement, and customer focus were identified as key factors contributing to heightened customer satisfaction levels. Additionally, the study identifies that high customer satisfaction positively influences customer retention, as satisfied customers are more likely to remain loyal to Multichoice and recommend its services to others. In conclusion, the study underscored the significance of TQM practices in the context of the Multichoice Company and the broader entertainment industry. It was therefore recommended that Multichoice Company should implement TQM principles and focus on customer satisfaction, and should not only meet customer expectations but also foster long-term customer loyalty, ensuring sustained success in a competitive market.
Keywords: Total Quality Management, Customer Satisfaction, Customer Retention, Customer Focus, Excellence Service and Quality
Word Count: 289
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Keywords
Total Quality Management, Customer Satisfaction, Customer Retention, Customer Focus, Excellence Service and Quality