ABSTRACT
This work aims to assess the effect of product quality on University students and their retention to the product. A survey research design was used in the study. 240 students made up the study's population. A questionnaire was used to analyze the obtained data. 150 students made up the sample size. To gather data from the respondents, questionnaires were modified. The quantitative data from the questionnaire was analyzed using the statistical package for social sciences, and the results were computed and displayed in a table to give readers a clear grasp of the study findings.The study's conclusion was that product quality is a key factor in determining customer retention, and that a decline in customer loyalty may be caused by differences in the firm's product quality and customers' degree of satisfaction with it. Given that one of the key factors influencing both customer satisfaction and loyalty is product quality, it is advised that management of businesses develop interactive metrics to monitor their level of product quality based on customer perceptions. This is because changes in product quality have the potential to either raise or lower customer satisfaction, which in turn can affect customer loyalty.
The study showed that a larger number of students are aware of product quality. Product quality leads to retention of students on campus. Also, taste ,packaging , durability as well as satisfaction derived from the use of the product makes a student want to repurchase the product. Product quality has an impact on students satisfaction , thereby increasing their repurchasing intention. The study also revealed that perceived quality and durability has the highest impact on customer satisfaction and thus retention. The study therefore recommends creating an interactive metrics to monitor the quality of the products based on customer perceptions, as changes in quality can have an impact on customer satisfaction levels, which can then have an impact on customer retention. Create a new culture of quality within the company's quality management unit. This will enable the provision of high-quality products that satisfy customers' needs and expectations, increasing their degree of satisfaction with the brand and encouraging repeat business and positive referrals from existing and potential customers.
KEYWORDS : Product quality , Customers’ retention
