Assessing the Influence of Product Quality on Product Turnover of Selected Manufacturing Firms

Abstract

This study examined the relationship between product quality and product turnover of selected manufacturing firms. In this cross-sectional, the data generated from 92 respondents firms was analysed using mean scores, standard deviation and hypotheses tested using t-statistics. The results showed that there is a strong positive significant relationship between dimensions of product quality (product performance, product conformance, product serviceability, product aesthetics, and product perceived quality) and product turnover. The study also found that improvement in the quality of products leads to high product turnover. Therefore firms should first define and determine the objectives of customer needs and ensure that those needs are communicated at levels. That effective quality control process should be put in place in order to minimize product return rate. More so, product quality is a determinant of repurchase intentions in most consumers, therefore manufacturing firms seeking to increase their product turnover have to give considerable attention to quality.

Keywords: product quality, product turnover, product performance, product conformance.