Product Quality and Corporate Performance of Beverage Firms in South-West Nigeria

This study investigated the relationship between product quality and the corporate performance of beverage firms in South-West Nigeria. A survey research design was adopted, while structured questionnaires were used to collect data from the respondents. The data obtained were presented in tables and analysed using both descriptive and inferential statistical techniques, including simple percentages, mean statistics, and the Pearson Product-Moment Correlation Coefficient at a 0.05 level of significance. The analysis was conducted using the Statistical Package for the Social Sciences (SPSS), version 23.0. The findings revealed that there is significant nexus between product quality and customer patronage; there is significant relationship between product quality and customer referral; product quality has significant association with customer acquisition; and there is significant relationship between product quality and customer retention. It was recommended that beverage firms should prioritize continuous improvement in product quality by maintaining consistent taste, nutritional value, freshness, and ingredient safety. More so, beverage firms should develop quality-assurance strategies that encourage customers to recommend their products to others.