ABSTRACT
The study was carried to establish the role of customer satisfaction and its effects on sales volume (a case study of Toyota Uganda). it was guided by a number of objectives which were to examine the factors that affect customer satisfaction, to determine ways to improve customer satisfaction, establish factors that determine sales volume, and to establish ways on how to improve sales. The study mainly concentrated on Toyota motor vehicles users. The study focused on Toyota Uganda to determine the impact of customer satisfaction and its effects on sales volume since the company was faced with stiff competition and rivalry from other companies questionnaires were issued out and random interviews was also carried out on the target population of 50 respondents. The research findings examined that there are a numbers of features that were needed by different categories of respondents due to personal reasons such as cheap price of product. The findings of the study show that, there are a number of effects on customer satisfaction on the sales volume ofthe company, the findings reveled factors which affect consumers attitudes such as price, quality, packaging, color and economic situation, the factors that affect customer satisfaction. Ways to improve customer satisfaction. Establish factors that determine sales volume. Establish ways on how to improve sales. The research concluded that in order to improve on sales performance as a factor of customer satisfaction, businessmen should establish systems to monitor how their customers perceive the quality and quantity of the customer care service provided to them and to find out solution in case of negativity in order to ensure stable sales continuous sales increases and customer satisfaction From the research findings the following recommendations can be emphasized that for high customer satisfaction scores the company should ensure it performs very highly on all possible variables and soft issues of staff courtesy and ease of company contact. The company should improve on customer care, improving quality of the product, more staff and training and relationship building which will increase the customer satisfaction.
