Volume 2, Issue 1, 2026

TOTAL QUALITY MARKETING AND CUSTOMER RETENTION OF BOTTLED WATER FIRMS IN PORT HARCOURT

Okechukwu Agburum Ph.D. & Lebari Blessing Nwikinaka Ph. D

Abstract

The purpose of this was to examine the relationship between Total
Quality Marketing and customer retention of bottled water firms
in Port Harcourt. The study was anchored on social exchange
theory by George Homans 1958. The population of the study
comprised of ten (10) bottled water firms in Port Harcourt. The
entire population was adopted as the sample size for the study
using census technique. 50 copies of structured questionnaire with
a 5-point Likert Scale of Very Low Extent (VLE); Low Extent (LE);
Moderate Extent (ME); High Extent (HE) and Very High Extent
(VHE) were used to gather data from the respondents out of which
39 copies were retrieved and used for the analysis. The data were
analyzed using descriptive statistics (tables, frequencies, mean and
standard deviation) and inferential statistics to test of hypotheses
using the Spearman’s Rank Order Correlational Coefficient (r) at
a 0.05 level of significant and SPSS version 23.0. The analysis
revealed a significant and positive relationship between Total
Quality Marketing and customer retention. The study also revealed
that continuous improvement and employee involvement
correlated with customer retention. The study therefore concluded
that total quality marketing has a positive influence on customer
retention of bottled water firms in Port Harcourt. It was
recommended among other things that the dimensions of total
quality marketing (continuous improvement and employee
involvement) used in this study should be adopted by management
of bottled water firms in their customer retention strategies.

Keywords

Total quality Marketing, Customer Retention, Continuous Improvement. Employee Involvement

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