Utilization Of Customer Satisfaction Principles Of Total Quality Management By Small And Medium Scale Enterprises For Improved Performance In Anambra State
Onwubuya, Uju Nkiru
Department of Technology and Vocational Education, Faculty of Education, Nnamdi Azikiwe University, Awka, Anambra State, Nigeria
Okoli B. E.
Department Of Business Education, Ebonyi State University, Abakaliki
Keywords: Utilization, Customer Satisfaction, Small and Medium Scale Enterprises, Business Performance
Abstract
The main purpose of this study was to determine the extent of utilization of customer satisfaction principles of total quality management by small and medium scale enterprises for improved performance in Anambra State. One research question guided the study and one hypothesis was tested at 0.05 level of significance. Descriptive survey design was adopted for the study. The study was carried out in Anambra State. The population of the study comprised 2,895 small and medium scale enterprises managers in Anambra State who are registered with the State Ministry of Commerce, Industry and Technology. The sample of the study comprised of 869 small and medium scale enterprises managers. The sample was drawn from 2895 registered SMEs across the three senatorial zones (Anambra Central, Anambra North and Anambra South) in Anambra State using proportionate stratified random sampling. The instrument for data collection was a structured questionnaire developed by the researcher. The instrument was structured on a 4-point rating scale. The instrument was validated by three experts. The instrument was subjected to a pilot test. The application of Statistical Package for Social Sciences (SPSS) version 21 using Cronbach Alpha reliability method on the obtained data yielded a score of 0.77 for internal consistency which was deemed reliable for the study. The researcher administered the copies of the questionnaire to the respondents with the help of six research assistants. Out of the 869 copies of questionnaire administered, 739 were returned in good condition. The 739 copies amounted to 85 percent return rate. The 739 copies of questionnaire were used for the analysis of data. The data collected from the respondents were analyzed using mean and standard deviation for the research questions and t-test was also used to test the null hypotheses at 0.05 level of significance. The study revealed that small and medium scale enterprises utilize the principle of customer satisfaction for improved business performance to a high extent. Furthermore, there is a significant difference in the mean ratings of managers of SMEs with 0-5 year and above 5 years’ experience on the extent they utilize customer satisfaction principles for improved business performance in Anambra State. The researcher therefore recommended that managers of small and medium scale enterprises should continuously improve their knowledge on best ways for ensuring that their businesses are customer focused.