Title:
GREEN PRODUCT QUALITY AND CUSTOMER LOYALTY IN SUSTAINABLE MANUFACTURING: EVIDENCE FROM NAIROBI CITY COUNTY, KENYA

Authors:
Angelyne M. Mwabu, Stephen K. Maore and Jones F. Agwata, Kenya

Abstract:
The manufacturing sector of any country contributes to the country’s socio-economic development and growth through its various products which drive customer loyalty. However, for the products to be sustained and to ensure they do not adversely affect the environment, there is need to examine the relationship between the quality of the products and customer loyalty. This relationship has not received much attention for the business to business (B2B) customers in Kenya. This study examined how green product quality influences green customer loyalty in selected manufacturing firms in Nairobi City County of Kenya. A descriptive cross-sectional survey design was used and a self-administered questionnaire to 258 respondents drawn from a population of 725 manufacturing firms in the County. Data analysis was done using the Chi-Square test, regression technique and thematic framework analysis for qualitative data. The Chi-Square test results revealed a significant association between Green product quality and Customer loyalty (?² = 205.673; p < 0.001). The regression analysis results showed that Green product quality significantly influenced customer loyalty (? = 0.804, p = 0.007), indicating that perceived environmental and functional product quality drives customer loyalty. The qualitative findings revealed that green product quality plays a central role in shaping customer loyalty among the B2B customers. The study concluded that green product quality significantly enhances customer loyalty among manufacturing firms in Nairobi City County, confirming that customers prefer those firms offering durable, safe, and environmentally sound products. The study recommends that the manufacturing firms should invest in product research, eco-certifications, and consistent quality control mechanisms. This will help build customer trust and reinforce loyalty in the competitive green markets.