A survey of customer satisfaction in the pesticide industry: The case of Agro dealers in Nairobi Kenya
This study sought to determine customer satisfaction in the pesticide industry in Kenya with a focus on agro dealers in Nairobi. It was guided by the following research objectives: to determine the level of customer satisfaction in the pesticide industry; and, to identify factors that contribute to customer satisfaction in the pesticide industry. The study used the descriptive survey design. The target of study consisted of all 45 registered agro dealers in Nairobi. The respondents constituted the owners/ or managers for these outlets that have knowledge about the business and have been with them for at least a year to participate in the study. A questionnaire was the main data collection instrument. The statistical package for social sciences (SPSS) version 17.0 was used to analyze the data. The study found that the factors that contributed to customer satisfaction included; Communicating using national language of either English or Kiswahili language when communicating with the company staff; offering product packs that suit market demand; Customer being informed of what to do to when they get the services; Company staff being knowledgeable and competent; Company staff being flexible, good listeners and courteous. The study found that satisfaction is enhanced when the company is responsive to customer‟s needs and treats customers fairly. The study found out that although companies in Kenya deliver products to dealers it is recommended that the companies should practice promptness in delivery of goods to dealers.Secondly, to promote factors that contribute to customer satisfaction the study recommends that Agro Dealers should offer better credit facilities to dealers and introduce newer molecules to avoid resistance to pesticides/diseases. Thirdly, the study found that there was a challenge of counterfeit and it is therefore recommended that companies change packaging to deal with the challenge of counterfeit products which mislead customers and also provide easier means of disposal of obsolete/expired products to promote use of pesticides in Kenya.