ABSTRACT

 This study focused on the Impact of Total Quality Management Practices on Customer Satisfaction and retention (A Study Of 7up Bottling Company Pic Aba, Abia State). On the course ofthis study relevant literatures were reviewed to ascertain the views ofauthors on the said topic. The specific objectives of the study are to ascertain the effects of Total Quality Management practices on customers' satisfaction and retention at seven up bottling company, Aba, to determine the strategies of Total Quality Management practices that ensure customer satisfaction and retention in Seven up bottling company, Aba, to determine the challenges of Total Quality Management practices in achieving customer retention and satisfaction in seven Up bottling company, Aba. The population of the study was 270 staff of the selected manufacturing firm, from which 161 was derived as the sample size using Taro Yamane Formula. Respondents were drawn from the sample size through stratified random sampling technique. The instrument usedfor data collection was questionnaire which responded on fivepoint Likertscale ofstrongly agreed, agreed, undecided, disagreed, and strongly disagreed. The instrument was confirmed to have high validity and reliability. Three research questions were analyzed usingfrequency andpercentage table. Three research hypotheses were analyzed using Pearson's Correlation Coefficient and linear regression. The Statistical Package for Social Science (SPSS) served as the toolfor analysis. The findings indicated that there is a significant effect of Total Quality Management Practices on customers satisfaction and retention (F=2202.106, R2 =.927; adjusted R2 =.927; P=0.000) P<0.05 at significant level. The study further showed that there are strategies of Total Quality Management to ensure customer satisfaction and retention at Seven up bottling company, Aba (F=564.029, R2 =.765; adjusted R2 =.764; P=0.000) P<0.05 at significant level. Finally, the result showed that there are significant challenges of total quality management practices in ensuring customer satisfaction and retention (F=582.796, R2 =.771; adjustedR2 =.770; P=0.000) P<0.05 at significant level. The researcher recommended that in order to gain more satisfied customers, they should acquire more skilledpersonnel orprovide better trainingfor the existing employees, Feedback collection system should be improved. Based on the findings ofthe study, the researcher concluded Based on the findings ofthe study, the relationship between Total Quality Management practices and customer satisfaction and retention was highly demonstrated and the researcher discovered that industrial relations has a significant impact on organizationalperformance. Thefindings of the study have shown that implementing Total Quality Managementprograms in an organization directly andpositively impacts customersatisfaction and retention most importantly