Customer Assessment of the Products and Services of Air Liquide Ghana Limited

ABSTRACT

The study set out to investigate customers’ assessment of the products and services of Air Liquide Ghana Limited in the light of its present position in a competitive market. A cross-sectional survey was conducted to collect data from a sample of 200 customers out of the 1100 customers in the study area.

The results from the study indicate that customers are generally satisfied with the product and service quality of Air Liquide Ghana Limited. Both the desire and expectation disconfirmation measures show that customers perceive the products and services of Air Liquide to be satisfactory. The overall satisfaction measure portrays that few customers belong to the zone of indifference where customers are merely “satisfied” and do not tend to be loyal customers with a high retention rate. The expected disconfirmation measures of product and service quality also suggest that, although the company has been performing well in both the service and product quality dimensions, it performs relatively better in the product quality dimensions than in the service quality dimension.

The study recommends that although, customers are satisfied with the performance of Air Liquide Ghana Limited in general, reduction in prices, improvements in customer care which includes distribution of souvenirs and customer training as well as establishment of more depots could help improve customer satisfaction which could ultimately lead to customer loyalty.