An investigation of physical distribution and its impact on customer satisfaction. A case study of Goldstar Sugars.
Chinembiri, Solomon R
MetadataShow full item record
This study was undertaken to investigate physical distribution of Goldstar Sugars and its impact on customer satisfaction. Physical distribution constitutes more than half of the marketing costs and managers always try to cut these costs. However, the cost cutting may result in customer dissatisfaction. Recently Goldstar Sugars did cut out of Harare deliveries to all of its customers and the customers responded by not purchasing sugar from the organization. In this wake the researcher has decided to investigate the impact of the decision by carrying out an in-depth study regarding the company`s physical distribution. The researcher used the case study method which falls under the explanatory research design. The study made use of a sample of 65 corporate customers from Harare, Norton, Chitungwiza, and Ruwa, ten were interviewed and 55 answered questionnaires. The customers were retailers, wholesalers, and manufacturers respectively. The researcher interviewed walk in customers and the questionnaires were distributed with the aid of sales representatives at Goldstar Sugars. The data was analyzed using Statistical Software Package for Social Sciences (SPSS), which makes use of descriptive statistics (mean, standard deviation) and inferential analysis (regression) to sum up the data collected. It was found out that physical distribution has a positive relationship with customer satisfaction, and timeliness has a significant role to play on customer satisfaction. Information quality and personnel quality have a role to play in the physical distribution-customer satisfaction relationship. The company was recommended to improve its physical distribution activities, invest in information communication technology (ICT), and to train employees in order to delight customers.
- Department of Marketing