Business customers ' satisfaction on elfora agro-Industries P.L.C. with reference to poultry
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Date
2010-01
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Addis Ababa Universty
Abstract
The major purpose of the study was to assess business customers' satisfaction on
ELFORA agro-industries P.L.C with reference to poultry. To this effect descriptive
survey method was employed and the study used census. To collect data from 70 business
customers, questionnaire were prepared and administered and for 12 front line
employees of ELFORA interview check lists were prepared and used. The collected data
were analyzed using frequency, percentage, mean scores and standard deviation. The
other tools used in this study are Customer Satisfaction Index (CSI) and Gap Analysis.
The result of the study indicates that /rom 19 attributes presented to business customers
to indicate the importance level of each attribute in making decision to buy poultry
products, business customers put top priority to supplier 's quality system, technical
performance of product to the required pwpose (quality) being slightly less than the first
one in average score The next position is held by consistency and continuity of product
quality and overall hygiene of products both being 3'd Besides, business customers
revealed that they were highly satisfied with overall hygiene of ELFORA 's poultry
products, quality system, consistency and continuity of product quality supplied as one to
three respectively. And/ront-line employees of ELFORA mentioned quality, receivingfull
weight, supply and customer handling as business customers' top priority in making
buying decisions. Customers Satisfaction Index (CSI) that indicates the overall
satisfaction of business customers of ELFORA is 3. 783 out offive or 75.66%. The overall
rating given by employees to their organization's performance in satisfying business
customers was 2.83 out of5 or 56.60%. By pulling the importance and satisfaction scores
together, the gap between the two were identified for four most important attributes. And
the gap between importance level and satisfaction of business customers obtained from
technical performance of the product to the required purpose is the highest of the four
most important attributes. And supplier's quality system, consistency and continuity of
product quality and overall hygiene of products followed respectively. In comparison of
ELFORA's performance with its competitors most business customers and front-line
employees of the company judged ELFORA as belfer than its competitors. Based on the
findings, conclusion and recommendations were made
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