The Effect Of Customer Satisfaction On Organization Performance, Case Study Of Sony Sugar Company Limited, Kenya

ABSTRACT

The research topic was chosen because most private and public sector industries do not believe that customer satisfaction leads to high organization performance. This made Sony sugar to lag behind in its operations, and the poor performance was attributed to poor production and packaging methods, increased prices and poor advertising methods. The purpose of the study was to investigate the effects of customer satisfaction on organization performance of Sony Sugar Company limited- Kenya. Specific objectives revolved around, branding, pricing and advertising methods used at Sony Sugar Company limited-Kenya. The data was collected using research design, research area, study population, sample size and sampling techniques of which a sample size of 90 employees were chosen of which 78 employees responded. The research instruments used were questionnaire and documentary review. The data obtained was analyzed and presented in tabular form, and in form of pie charts and bar graphs for easy interpretation. The findings revealed that customer satisfaction has significant effects on organization performance. The management paid little attention to branding to the extent that employees do not understand some procedures. It was revealed that organization at times practice price discrimination which greatly affect sales. The organization does not effectively use information reach channels like television. At the same time, local advertising was the major advertising channels instead of focusing on national advertising to increase the geographical coverage for sales. This made the organization to operate below its capacity. It was therefore recommended that organization should be structured to allow all the departmental heads and their subordinated to have insight of what is happening in other departments and their contribution towards organization performance. Managers should put it forward that creativity is rewarded in the organization so that employees can be creative enough to come up with new branding techniques. The organization should charge fair prices. The prices should match the quality and size of the package.. The organization should carryout proper SWOT analysis before advertising the products. If these measures are put in place, the organization can experience high customer loyalty and increased sales leading to improved performance of Sony Sugar company limited- Kenya.