Product Customization And Customer Satisfaction A Case Study Of Century Bottling Company Limited Namanve Kampala

ABSTRACT The purpose of the study was to find out the relationship between product customization and customer satisfaction. Customization of products is a marketing strategy that the company employs aimed at meeting the expectations of the customers effectively and efficiently. It ·is a marketing strategy that is designed to provide consumers with a product matched to their individually stated needs in one or more product dimensions. Specifically, the study investigated the extent of product customization at CBC, to establish the extent of customer satisfaction at CBC, to find out other factors affecting customer satisfaction at CBC, and to establish the relationship between customer satisfaction and product customization. The study was conducted at Century Bottling Company Limited (CBC) in Namanve along Jinja road, Kampala for a period of three months. It is significant to the management of CBC because the findings of this study will help in the improvement of the product customization strategy, as a marketing tool for achievement of customer satisfaction and consequently customer loyalty. The participating research design was used in order to have the respondents actively involved in the research. The descriptive research design was also used by the researcher in order to ascertain the characteristics of the variables. Data using questionnaires was gathered from 60 respondents. rhis data was analyzed using tabulation, and charts. The results revealed significant and positive ·elationships between all the objectives. From the study it is recommended that stability ;trategies should be pursued to maintain the level of satisfaction of customers with CBC products md to intensify product customization promotion activities that make customers feel unique for !Xample the share a coke campaign.