Quality Service Delivery and Sustainability of Beverage Firms in South-East Nigeria

Abstract

This study examined the effect of quality service delivery on the sustainability of beverage firms in South-East Nigeria.The study adopted a descriptive survey research design and utilized primary data collected through a structured questionnaire developed from the SERVQUAL model and the Triple Bottom Line theory. The population comprised 550 managerial and supervisory staff drawn from Seven-Up Bottling Company Plc, Aba, and Nigerian Bottling Company Plc, Owerri. Using the Taro Yamane formula, a sample size of 232 respondents was determined and selected through proportionate stratified random sampling. Data were analyzed using descriptive statistics, Spearman Rank Correlation, and Multiple Regression Analysis at a 0.05 level of significance. Findings revealed that reliability had a significant positive effect on economic sustainability, indicating that consistency, dependable operations, and timely delivery enhance firm profitability and efficiency. Responsiveness showed a significant influence on environmental sustainability, implying that prompt adaptation to customer concerns and environmental regulations improves eco-friendly practices and compliance. Similarly, assurance exerted a significant positive effect on social sustainability, suggesting that ethical practices, transparency, and community welfare initiatives strengthen public trust and social legitimacy. The study concludes that quality service delivery is crucial to the sustainable performance of beverage firms, as reliability, responsiveness, and assurance jointly promote economic growth, environmental responsibility, and social stability. It is therefore recommended that beverage firms enhance process reliability through operational efficiency, strengthen responsiveness to environmental and customer concerns, and promote assurance through ethical conduct, product safety, and transparent stakeholder relations.