Factors Affecting Customer Satisfaction in Small and Medium Sized Enterprises Sector in Tanzan a Case Study of Chemba District Councilia

EasyChair Preprint 14258

Abstract

Customer satisfaction is a complex thing to achieve in business especially for small and medium enterprises. This is because there is an increasing competition and

Vanishing product differentiation, customers have increasingly been switching from product to product, from brand to brand.  It was important to have this study conducted in order to add to the available knowledge about the factors affecting customer satisfaction. Therefore, this study aimed to examine the factors affecting customer satisfaction in SMEs setting in Tanzania. 

Specifically, this study intended to find out the effect of perceived quality, perceived customer expectation and perceived value on customer satisfaction in SMEs settings.  Primary data was collected from 120 respondents (100 SMEs clients and 20 SMEs owners) through questionnaire and interviews. The secondary data was collected by using documentary review method. Both quantitative and qualitative approaches of data collection were deployed; in which quantitative data was analyzed using Statistical Package for Social Science (SPSS) and qualitative data was collected using content and thematic analysis

According to this study, customers measure the quality of products by looking at performance of a product, product features, and reliability of a product, conformity with specifications, competence of a product, durability, serviceability, tangibility, responsiveness and empathy in service delivery.

The findings of this study indicated that perceived quality, perceived customer expectation and perceived value have significant association with customer satisfaction. Study recommend that SME owners should pay attention to ensure they sell quality product which meet customer expectation as increase after sell serves while avoiding champion of fake and poor product  so as to gain customer loyalty and chances to growth

Keyphrases: Perceived Quality of Product, customer expectation on the product, customer satisfaction

@booklet{EasyChair:14258,
  author    = {Martha Makatha},
  title     = {Factors Affecting Customer Satisfaction in Small and Medium Sized Enterprises Sector in Tanzan a Case Study of Chemba District Councilia},
  howpublished = {EasyChair Preprint 14258},
  year      = {EasyChair, 2024}}