Effect of Service Quality on Marketing of Tangible Products: A Study of International Breweries Plc, Ilesa

Abstract

This study examined the effects of service quality on marketing of tangible products, a study of International Breweries Plc, Ilesa, Osun State, Nigeria. Although brewing firms primarily produce tangible goods, service-related components such as distribution reliability, responsiveness to distributors, assurance, and complaint management significantly influence marketing outcomes. A descriptive survey design was adopted. Data were collected from 50 respondents comprising staff and distributors/customers using a structured questionnaire based on the SERVQUAL dimensions. The chi-square (χ²) statistical technique was employed to test three hypotheses at a 0.05 level of significance. Findings revealed that service reliability, responsiveness, and overall service quality significantly influence marketing performance indicators such as customer satisfaction and repeat purchase intention. The calculated chi-square values exceeded the critical value (7.81), leading to the rejection of all null hypotheses. The study concludes that service quality is a strategic determinant of marketing success in manufacturing firms and recommends sustained investment in customer-centered service systems and logistics optimization.