Corporate Reputation and Customer Satisfaction

ABSTRACT

This study investigated corporate reputation and customer satisfaction, while the specific objectives were to examine the effect of products, corporate social responsibility, innovativeness and talented minds on customer satisfaction in Nadia Bakery’s enterprise in Benin City, Edo State. It was an ex post facto type of research. The main research instrument employed in this study was the questionnaire. A total of two hundred (200) questionnaires was given out to respondents and was retrieved by the researcher. The data collected were analyzed using descriptive statistics, correlation analysis, and the ordinary least square regression analysis. The analysis's findings showed that product and corporate social responsibility had significant effect on customer satisfaction while, innovation and talented minds had an insignificant effect on customers satisfaction. In this study several recommendations were made which includes management of Nadia enterprise should continually develop their products to ensure customer satisfaction. Also management of Nadia enterprise should continually engage in CSR activities by contributing and giving back to the community significantly as doing so would ensure customer satisfaction. Innovativeness should also be practiced to give them an edge. Lastly management should improve their employees to have more talented minds with requisite expertise needed for services to customers.