article · GOMBE JOURNAL OF ADMINISTRATION AND MANAGEMENT (GJAM)
An investigation into table water enterprises in Gombe metropolis assessed how dimensions of product quality influence consumer satisfaction. Surveying customers across thirty-seven local table water businesses using structured questionnaires, the research measured aesthetic features alongside general perceived quality. Statistical analysis revealed that aesthetic characteristics exert a positive and significant impact on customer satisfaction. In contrast, overall perceived quality demonstrated only a weak significant link to consumer satisfaction. To strengthen customer contentment and support enterprise profitability, the findings highlight the importance of regularly refining sensory and aesthetic factors. These properties include water taste, odour, colour, salinity, turbidity, and packaging size, which collectively shape how consumers evaluate and appreciate packaged drinking water within the local marketplace.
For small and medium beverage producers, understanding what actually drives consumer choices is vital for commercial survival. Rather than relying on abstract perceptions of quality, this research shows that tangible sensory attributes directly determine customer satisfaction. Bottlers can therefore prioritise concrete parameters such as taste, clarity, and packaging to maintain customer loyalty and protect market share in competitive urban settings.
These insights offer practical guidance for commercial table water bottlers, quality assurance managers, and beverage entrepreneurs seeking to improve product appeal. The findings operate at an applied level, providing evidence that investments in sensory refinement, such as taste profile calibration, filtration to reduce turbidity, and appropriate container sizes, directly enhance customer satisfaction and enterprise viability for local water producers.
AI-generated from the published abstract. Always read the original work before citing.
The main objective of this study was to examine the effect of product quality on customer satisfaction of selected table water businesses in Gombe metropolis. While the specific objectives were to: (i) examine the relationship between aesthetics and customer’s satisfaction of selected table water businesses in Gombe metropolis; ii. to examine the relationship between perceived quality and customer’s satisfaction of selected table water businesses in Gombe metropolis. The study adopted survey research design and data were collected through the use of five (5) points Likert-scale questionnaire which was adapted from previous studies. The study covered customers of thirty-seven (37) table water businesses in Gombe metropolis. Due to infinity nature of the study population, the study used Cochran’s (1977) formula to arrive at 384 sample size and the study adopted convenience sampling techniques to administered 407 questionnaires to customers of the thirty-seven (37) table water businesses. Data obtained was analyzed using Chi-Square test with the aid of SPSS package. Findings from the study revealed that aesthetics has positive and significant relationship with customer satisfaction while perceived quality has weak significant relationship with customer satisfaction of selected table water businesses in Gombe metropolis. The study recommends among others that aesthetics’ attributes of the table water such as: taste, odor, color salinity, turbidity and size of the water should be improved from time to time in order to satisfy customer needs and aspiration and by extension increase business profitability.
This page summarises published work. The authoritative version sits with the publisher.
DOI: 10.64290/gjam.v5i2.1187
Is something wrong with this record? Report it or request removal.
Discussion
Have you built on this work, tried to replicate it, or seen it applied in practice? Share what you know. Verified researchers and MARATTO™ domain experts can open a discussion, and any member can reply. Contributions are reviewed before they appear.
No discussion yet. Open the first thread.
New to MARATTO™? Create a free account.
