Achieving Customer Satisfaction In A Multinational Company

(A STUDY OF NIGERIAN BOTTLING COMPANY PLC) CHAPTER ONE INTRODUCTION 1.1    BACKGROUND TO THE STUDY The purpose of a business is to create and keep customers. If a business successfully creates and keeps customers in a cost effective way, it will make profit while continuing to survive and thrive. If for any reason, a business fails to attract or sustain a sufficient number of customers, it will experience losses. Too many losses will lead to the demise of the enterprise. feelings of pleasure or disappointment resulting from comparing a product's perceived performance (or outcome) in relat…