Impact Of Perceived Service Quality On Customer Satisfaction And Brand Loyalty
[A CASE STUDY OF HONEYWELL FLOUR MILLS PLC]

4.5    Discussion of Research Findings
    From the analysis so far, it will be deduced that all the respondents are in the age group of 25 and above, hence they have the experience of giving required information for this study. Through the responses of the respondents, it was deduced that majority of the respondents, 49 and 64 attest that the quality of Honeywell and Lister flour product respectively is reliable and effective, 20 respondents belief Honeywell flour is excellent compare to 7 people that prefer Lister flour. Also noted is that people opinion on the time taking to deliver goods, ethical conduct of sales force, profit margins of the two products differs, all this factors influence customers interest and perception of the product. The way the customers complaint are dealt with, promotional strategies used by the company entice the customers’ commitment. It was observed from the analysis that as high as 80 and 40 respondents for Honeywell and Lister disagreed to shift to substitute goods, when major error is found on product, while 70 and 83 respondents strongly disagreed.  This commitment is a product of how effective the company and customer relationship is. Also noted is that the frequency of respondents who strongly agree and agree that both products has high rate of return is relatively high compare to those who disagrees, thus, making customers more committed and loyal to these companies.
    The hypothesis tested proof significant relationship exist between the following; perceived service quality and customer satisfaction, customer satisfaction and brand loyalty and also between perceived quality and brand loyalty. The positive value of the correlation coefficients implies positive relationship exist between the hypotheses tested. Indicating that;
i.    As the customer perception of service quality increases also will their satisfaction increases.
ii.    As customer satisfaction increases also will the brand loyalty increases and lastly;
iii.    As perceived quality increases also will the customer loyalty to brand increases.