Factors Influencing Customers' Satisfaction in Beef: Beef Customer Satisfaction

The study was carried out to determine the factors that influence customers? satisfaction in beef in the city of Lilongwe. Customer satisfaction is of paramount important to the success and growth of any business. This is because when an individual is satisfied with commodities in the market place he can make a decision to buy more according to the size of his or her family and income levels and in return the entrepreneur makes more profits and the business grows and then the government is able to collect more revenue that increases its economic activities for the development of the nation. Despite its importance in the business cycle, there has not been much research done on customer satisfaction especially on livestock products like beef. Beef is a perishable product that needs to be handled with care if its quality levels are to be maintained and improved. There is lack of information on what customers describe as quality beef to those who sell beef. The results of the study indicate that beef customers are satisfied when beef meet the quality attributes like freshness, colour, hygiene of both the butcher and cutting tools, veterinary inspectiion