The Role of Poultry Products Quality in Achieving Customers Satisfaction (A Case Study of Sudanese Kuwaiti Poultry LTD)

Abstract

It is obvious that customers are important stakeholders (interested parties) in organizations, and their satisfaction is a priority for management. Customer satisfaction has been a subject of great interest to organizations and researchers alike. In recent years, quality of service has become an aspect of customer satisfaction. The main purpose of this study was to measure the level of satisfaction of the customers of the Sudanese Kuwaiti poultry LTD Company . A comprehensive survey technique was used for agents of category (A) from Sudanese Kuwaiti poultry LTD Company to collect quantitative data and to obtain their satisfaction levels. Based on the SERVQUAL model, the Chi-square test was used to test the hypothesis. The study found a significant relationship between service quality dimensions /customer satisfaction. At the same time, the results showed a high level of satisfaction from the customers of the Sudanese Kuwaiti poultry LTD Company. The results indicated that in order to provide quality services and products to satisfy customers, organizations need to improve service quality dimensions to provide complete customer satisfaction.