Abstract: This research sought to determine the influence of customer focus as a total quality management tool on performance of agricultural firms listed in the Nairobi Securities Exchange, Kenya (NSE). Customer focus was identified on the basis of feedback systems, customer complaints handling and customer retention whereas performance was measured based on productivity, effectiveness and employee satisfaction. The theories that guided the study included; quality improvement and Crosby’s approach theories. The research adopted descriptive research design where the target population of the study comprised of all the seven agricultural firms listed on the NSE. The analysis of the study was done using multiple regression models where SPSS was used. Data was analyzed using descriptive and inferential statistics and was presented using tables, charts and graphs. The study found out that customer focus had a positive and significant effect on the performance of Agricultural Firms Listed at the NSE, Kenya. The study recommended that customer focus should be the focus of managers as this is key in influencing firm performance. Specifically the study recommends a more serious focus on improving quality of services to sustain the customer base as well as taking the customer complaints more promptly.
Keywords: Customer focus, Total Quality Management, Performance of Listed Agricultural firms.
Title: Customer Focus and Performance of Agricultural firms listed at the Nairobi Security Exchange, Kenya
Author: Kenneth Micheni Nairobi, Dr. Anne Wambui Muchemi
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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