Customer satisfaction towards the product quality provided by CNLT: a focus on quality assuarance department

Quality has typically been regarded as a key strategic component of competitive advantage and, therefore, the enhancement of product quality has been a matter of prime interest to firms. Quality provides a basis for strategic advantage, and thus improvement in product quality may lead to enhanced performance. Analyzing the factors affecting the company product quality is primarily important. Besides that, identifying the factors causing level of product quality is other issues that needed to be analyze. Present CNLT (Far East) Berhad a yam factory as an exemplary case study in relation to people and quality initiatives. CNLT's philosophy is "Quality without compromise" - which they have consistently achieved by making customer satisfaction central to our quest for product perfection. This research is purposed to identify the factors may affect the company product quality that can be avoid any customers dissatisfaction. Besides that, the company also can know their level product quality. Level of quality of a particular product determined the level of customer satisfaction. Meeting customers’ requirement can meet customers’ satisfaction. Quality of a product and customers satisfaction level can affect sales of a product, customer loyalty and company financial level. High quality also can meet high level of quality consistency. This research analyzed the problem of quality of the product that CNLT has produce. Found that, CNLT had the problems of their product quality. CNLT have received several complaint letters from their customers about the product quality, where the customers are not satisfied with the quality of the yam produce by CNLT.