Impact of the product quality on consumer satisfaction and corporate brand

The paper is a result of quantitative research undertaken by the authors in 2017 to study correlation between product quality, customer’s satisfaction and corporate brand by example of a big Slovak dairy Milsy JSC (Milsy a.s.). To conduct a detailed analysis, the following scientific assumptions have been formulated: 1) There is a dependency between product quality and the respondents’ satisfaction. 2) There is a dependency between the rate of visits to Milsy stores and the economic activity of the respondents. 3) There is a dependency between the economic activity of the respondents and the awareness regarding Milsy JSC and its brand. 4) There is a dependency between the quality of products and services prove Milsy JSC and the frequency of purchasing the Milsy products. 5) There is a dependency between the price of products and the frequency of purchasing the Milsy products. The study of results proves positive connection. It is found that frequency of dairy product’s buying depends on whether the customers are satisfied with the product quality. The results also showed that in terms of brand development and attracting new customers students form the largest consumer group to work with, as far as they scarcely ever know where Milsy JSC brand stores are located. The majority of the respondents perceive Milsy brand positively which allows concluding about its strong market position.