Product Quality Influence on Corporate Reputation:
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Date
2024-10-04
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Publisher
UNIZIK Journal of Marketing (UJofM)
Abstract
In today’s retail business, the quality of a product can significantly impact a
company's corporate reputation, as customers often associate product quality
with the overall reputation of retail firms. This study examines the influence of
product quality on corporate reputation, with evidence from retail firms in
Nigeria. A quantitative research design was employed, focusing on customers
of selected retail companies in Lagos State, namely Shoprite, Buyrite, and
Spar. A survey method using questionnaires was utilized to collect primary
data. The sample size was determined to be 246, and multistage sampling
techniques were employed. Of the 246 distributed questionnaires, 150 were
retrieved and coded for analysis. Standard multiple regression was used to
analyze the data. The results indicate that product quality significantly
influences corporate reputation in store-based retail outlets in Lagos State. The
study concludes that well-designed quality products that satisfy customer
needs, serve their intended purpose, and meet industry standards effectively
build trust and sustain corporate reputation. It recommends that retail service
providers establish a sustainable corporate reputation through high-quality
products to enhance customer confidence and trust. The underlying premise is
that higher perceived product quality leads to increased customer patronage.