OBUKOR GRACE MARAKA2024-10-292024-10-292024-09-11https://hdl.handle.net/20.500.12311/2029ABSTRACT The aim of this research was to investigate the impact of product quality on customer retention in manufacturing companies, focusing specifically on Mukwano Industries in Kampala, Uganda. The study emphasizes three critical dimensions of product quality which include durability, conformance, and reliability, and their relationships with customer satisfaction, loyalty, and consistency. In addition, a relation between product durability and customer satisfaction, as customers perceive durable products as enhancing value and willingness to repurchase. The study indicates that perceived product durability directly influences customer advocacy through positive word-of-mouth. Additionally, conformance to product quality standards is shown to increase customer loyalty; respondents expressed a strong tendency to remain loyal due to Mukwano's consistent quality assurance. Furthermore, product reliability is identified as a crucial factor in fostering customer consistency, with participants reporting that reliable performance significantly informs their purchasing decisions and cultivates a lasting trust in the brand. Therefore, product quality plays an important role in customer retention strategies for manufacturing firms. The research highlights the necessity for Mukwano to prioritize the development of durable, conforming, and reliable products to enhance customer satisfaction and foster long-term loyalty. By adhering to these quality standards and actively engaging with customer feedback, Mukwano could strengthen its competitive edge within the market and secure sustained customer relationships. This study adds valuable insights to the existing body of literature on product quality and customer retention and also provides actionable recommendations for manufacturing companies striving to improve their market position.enThesis