Impact Of Perceived Service Quality On Customer Satisfaction And Brand Loyalty
[A CASE STUDY OF HONEYWELL FLOUR MILLS PLC]

This is a by-product of wheat milling which is used in the livestock feed milling industry. It is also fed directly to cattle, sheep and goat in the northern part of the country.
3.1.2     Brief History of Lister Flour Mills Ltd
Lister was established in 1984 with an installed capacity of 250 metric tons of what per day. Alhaji Abdul Azeez Arisekola indigenously owns Lister Flour Mills Nigeria Ltd and it is a subsidiary of Lister Group of Companies. A conglomerate that comprises of Oil Company, Insurance Company, Newspaper Publications and Integrated Agricultural Farm Settlement.
The main raw material of the company is Hard Red Winter Wheat, which they source directly or in partnership with their former Technical Partners- IBN Agro Industries of Germany from the United States of America. The company imports average of 10,000 metric tons of wheat on a monthly basis.
The company produces two main products and one by-product. The brand name for Lister Flour is Peacock. The flour is milled from the highest quality wheat varieties with special traits for excellent milling and baking.
Peacock continues to maintain the market leadership in the flour milling industry, out-performing other competing brands due to its acknowledged superior baking quality, wide distribution network and very experienced management staff and dedicated staff.
Competition in the milling industry, which has been intense, characterised by price undercutting, product dumping and unwholesome marketing practices by some other market players. Those notwithstanding, the fortune of Peacock Flour continue to rise above competition.
Peacock's extra dry textures ensure its ability to absorb more water. The result is what more bread per bag is obtained by the bakers. Peacock flour is further enriched with Vitamin C, and some B complex (riboflavin and niacin and thiamine and iron).
As part of the in house-strategy to ensure customer satisfaction and loyalty to the brands, the incoming wheat is first sampled and tested to ensure that it conforms to Lister Flour Mills standards. In addition, the flour undergoes a series of tests and analyses at every stage. The entire process has to be monitored to ensure that the highest quality flour is produced. Tests are extensive and include chemical, microbiological and banking.
Furthermore, the milling machine always at top performance, and manned by well-seasoned millers who have the technical know-how to produce such flour of unique quality.
Semolina
The peacock Semolina was first manufactured in 1990 and has since remained the most favourite, the best choice for many homes. One edge, which Semolina has over others, is that their free textures ensure its ability to absorb more water thus prevent lumps during preparation. Peacock Semolina has remained in the forefront of giving consumers good quality food anytime of the day. Peacock Semolina is therefore referred to as the best and first choice any day and it is manufactured under absolute hygienic condition stands alone amongst other through excellence in packaging and presentation.
To face the challenges of the next millennium, the company is poised to extend its marketing frontiers through an expansion of its distribution structures and outlets, a renewed focus and the repositioning of its household product. Appropriate action is continually taken to strengthen and sustain the pre¬eminent of Lister Flour Mills product.
3.2.     Statement of Hypotheses
The following hypotheses were tested
Ho:     There is a no significant relationship between perceived service quality and customer satisfaction
Ho:     There is no significant relationship between customer satisfaction and brand loyalty
Ho:    There is no significant relationship between perceived quality and brand loyalty
3.3     Method of Data Collection
The source of data for the study was primary. Information was obtained from the customers, who were traders. The traders were subdivided into two i.e. dealers and bakers. These subgroups are the people who buy the company's manufactured product(s) either for resale or direct use. The dealers buy for resale while the bakers buy for use and so were referred to as end-users. The questionnaire used was both structure and unstructured for the collection of data. The questionnaire was divided into two sections.