Effect of Operations Management Practices on Customer Satisfaction of Fast-moving Consumer Goods: A Case of Firms in Nairobi County, Kenya

Abstract

This study tries to find operations management practices applied by Fast- Moving Consumer Goods in Nairobi County. To accomplish this goal, the study was guided by the following research objectives; to ascertain the sequel of operations management practices on customer satisfaction within fast moving goods firms in Nairobi County; establish the extent of adoption of operation management practices by fast moving consumer goods firms within Nairobi County, Kenya and establish the relationship between operation management practices and customer satisfaction. The study used an exploratory research design. The main focus of this study was 80 FMCG in Nairobi County. A census was carried out due to the relatively small number of FMCG firms in Nairobi. This gave a good appreciation of the operations management practices that are applied. The study made use of primary data collected through a closed questionnaire whose respondents were heads of operation departments. This study concluded that Operations Management Practices implementations have a positive effect on customer satisfaction in FMCG. Findings show that operation management practices reinforce operations by increasing efficiency and improving effectiveness which satisfies customers. The findings further suggest that the type of activities and programs run by the FMCG determine the level of operations model development. Further studies can be carried out to establish whether customer dissatisfaction is a result of misplaced operation management practices, other operation management practices should be appraised in the same study and study should be done across Kenya not only in Nairobi County.