INTRODUCTION
BACKGROUND OF THE STUDY
Distribution strategy is a plan drawn to transfer the firms product or service to its target customers for sale through a supply chain. Distribution strategy takes into consideration the entire approach required to make the firms offering available to its target audience. The firms many decide to sale directly to the target customers through their own channels or partner with other firms as intermediaries to use their distribution channels. Some firms can decide to use available retail chains to sell their products. It can also be a combination of both. While some other firms may use online exclusive channels to sell their products or services.
The distribution channel constitute the network of organizations which link the producer with the end users of goods or services and is part of the firms distribution strategy.
Customer satisfaction is the extent to which the firms products and services meet or surpass customer expectation. Customer satisfaction is also viewed as the reported experience which the customer have with a firm, its products, and services which meet or exceeds the customer specified satisfaction goals. Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010).Customer satisfaction is the fulfillment derived by the customers in patronizing the business of the firm. It indicates the extent to which the customers are satisfied with their transaction and overall experience with the company. Customers derive satisfaction from a product or service when it meets or exceeds their expectations. This is essential to obtain the customers loyalty to the firm .The study seeks to appraise the distribution strategies and customers satisfaction of soap manufacturing in firms portharcourt.
1.2 STATEMENT OF THE PROBLEM
An effective and efficient distribution channel is essential to make a firms product and services available to its target customers so as to enhance customer satisfaction and loyalty to the firm. Many firm do not give adequate attention to the distribution strategy adopted for the firms offering thereby leading to poor demand and low customer satisfaction for their product. Adopting the best distribution strategy give the firm a competitive edge over their competitors. A good distribution strategy maximizes the firms revenue and profits, while an unplanned distribution strategy can result in a loss for the firms offerings. The problem confronting the study is to appraise the distribution strategies and customers satisfaction of soap manufacturing firms in portharcourt.
1.3 OBJECTIVE OF THE STUDY
The Main Objective of the research is a study into the distribution strategies and customers satisfaction of soap manufacturing firms in portharcourt; The specific objectives include
1 To determine the relevance of distribution strategies and customers satisfaction.
2 To determine the impact of distribution strategies on customers satisfaction in soap manufacturing firms in portharcourt.
1.4 RESEARCH QUESTIONS
1 What is the relevance of distribution strategies and customers satisfaction?
2 What is the impact of distribution strategies on customers satisfaction in soap manufacturing firms in portharcourt?
1.5 STATEMENT OF THE HYPOTHESIS
The statement of the hypothesis for the study is stated in Null as follows
HO The impact of distribution strategies on customers satisfaction in soap manufacturing firms in portharcourt is low.
1.6 SIGNIFICANCE OF THE STUDY
The research proffers a study into the distribution strategies and customers satisfaction of soap manufacturing firms in portharcourt. It provides relevant data for the effective formulation and implementation of policies to enhance the realization of envisaged objective.
1.7 SCOPE OF THE STUDY
The research proffers a study into the distribution strategies and customers satisfaction of soap manufacturing firms in portharcourt
1.8 LIMITATION OF THE STUDY
The study was confronted with logistics and geographical factors.
1.9 DEFINITION OF TERMS
CUSTOMER SATISFACTION DEFINED
Customer satisfaction is the extent to which the firms products and services meet or surpass customer expectation. Customer satisfaction is also viewed as the reported experience which the customer have with a firm, its products, and services which meet or exceeds the customer specified satisfaction goals.
DISTRIBUTION STRATEGY DEFINED
Distribution strategy is a plan drawn to transfer the firms product or service to its target customers for sale through a supply chain. Distribution strategy takes into consideration the entire approach required to make the firms offering available to its target audience.
