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The study examined the factors influencing customer satisfaction in the Nigerian bread industry with reference to Kaduna Metropolis. Data was collected by means of a questionnaire administered on the 384 sampled respondents in the study area. Area random sampling technique was used in the selection of sample subjects across the metropolis. Descriptive statistics in the form of frequency and percentage was used to analyze the demographic data about the respondents. Inferential statistics in the form of multiple regressions was used to determine the factors influencing customer satisfaction in the Nigerian bread industry. The findings of the study indicate that quality of bread and price have positive and significant influence on customer satisfaction as suggested by the t-value of 8.834 and 10.787 respectively, which are all significant at 0.01.From the findings, the study concludes that quality of bread has higher influence on customer satisfaction than price of bread which was interpreted to mean that in the bread industry, customers are more concerned about quality of product than its price. Following the conclusion, it is recommended that managers of bakeries should place more emphasis on quality of bread they offer for sale and the prices they charge in such a way that they meet up with customer expectations in those areas so as to avoid or minimize cases of switch over to competitors as the industry is highly competitive.

FACTORS INFLUENCING CUSTOMER SATISFACTION IN THE NIGERIAN BREAD INDUSTRY: EMPERICAL STUDY OF CUSTOMERS IN KADUNA METROPOLIS, NIGERIA