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

CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1     Summary
The first hypothesis of this study was that there is a significant relationship between perceived service quality and customer satisfaction. This hypothesis was justified by the statistical analysis. It means that a business keen to increase the satisfaction of its customers can adopt the strategy to increase its service offerings as defined primarily by the customers. Not increasing service offerings could jeopardize the effectiveness and success of the business. If we say the higher the level of perceived service quality, the higher the level of customer satisfaction, we can also say that the lower the level of perceived service quality, the lower the level of customer satisfaction. A low level of satisfaction is but a level to dissatisfaction. And dissatisfaction leads to divestment just as satisfaction props up investment. Customers, e.g. the bakers and dealers who perceive higher level of service from the company will have a more favourable disposition towards the company, whereas those who perceive low or extremely low levels of service would be more likely to have low or extremely low levels of satisfaction, which implies dissatisfaction.
The findings of the study supported the second hypothesis, which stated that there is a significant relationship between customer satisfaction and brand loyalty. The implication here is that customers who are more satisfied with the services derived from a brand or company will have and show higher loyalty to the brand or company while those customers whose satisfaction levels are low will demonstrate lower loyalty to the brand or company. Since loyalty is demonstrable through activities like repeat purchases, conversion of the uninitiated to the products or services, complaining for product improvement instead of defection if there is one in the brand or service, then the loyal customer is an asset to the company. All activities of the company should therefore be service driven to enhance satisfaction and thereby enhance loyalty also.
The third hypothesis stated that there is a significant relationship between perceived service quality and loyalty to the brand. The finding of the study supported this prediction. It then can be said that customers i.e. dealers and bakers who experience high service quality from a brand or company will also respond with high loyalty to the brand whereas customers who experience low service quality from the company or brand will similarly show low loyalty to the brand or company. As a result of this, it is advisable that companies seeking to give character and personality to their brands must deliver service quality items, which customers must perceive to be high and to be beneficial to them. Such services must also not be distractions or be simply incidental to the brand or company; they must in fact be so positively and closely linked that the services and brand(s) will be seen to be one and the same thing. When a customer is in need of a cake that will be delicious, fluffy, attractive, command premium price and yet be easy to bake, his/ her mind and desire should be for e.g. Honeywell flour that must have been promoted strongly like that of the company manufacturing and marketing it.
This study is conceptualized on the basis of integral customer value Management System for improved customer loyalty. Gale (1994): Managing Customer value stated that "companies succeed by providing superior customer value and value is simply quality, however the customer defines it, offered at the right price".
Industry research shows that the customer's perception of value is their primary decision factor. Today's customers expect more than ever. They shop at stores for high level of service and expect similar treatment at a discount warehouse. Along with increased customer expectations, the new business environment includes rapid product changes and increased competition. Product life cycles have gone from years to months. Based on the success of one-to-one or direct marketing programmes, customers expect flexible and customised solutions.
 contacts with the customers.