Keywords: Tie-dye, batik, consumers’ satisfaction, customer relationship management, Abeokuta.


In a highly competitive market, customers are vital asset for sustainable growth and good customer satisfaction/services will stimulate purchase intention. This study was carried out in Abeokuta among the consumers of tie-dye and batik fabrics with the aim of investigating consumers’ satisfaction. Consumers of tie-dye/batik fabrics were randomly selected for the study. The consumers were contacted in local markets, schools, offices and social centres. Structured questionnaire was used to conduct interview with the consumers and the data were analyzed using descriptive statistics. Though poverty prevailed in Nigeria, the research findings reveals that tie-dye/batik practitioners in Abeokuta were not satisfying consumers’ purchase expectations in product, relationship and services. Consequently, consumers were not willing to exchange their hard earned money for  poor quality products and unsatisfactory services. The study revealed that the quality of tie-dye/batik fabrics was not meeting consumers expectations, and the practitioners have poor relationship with customers. This affects re-purchase intention (consumers’ plan to buy tie-dye/batik fabrics at other times), low patronage of the product and result into a negative disconfirmation of tie-dye/batik fabrics. The study, however, recommends customers relationship management as an approach to identifying consumers pre and post purchase view of tie-dye/batik products/services in order for the practitioners to improve and satisfy the consumers.




Bell, C.R. 2002. In Pursuit of Obnoxiously Devoted Customers, Business Horizon (March-April): 13-16.

Byfield, J.A. 2002. The Bluest Hands: A Social and Economic History of Women Dyers in Abeokuta (Nigeria), 1890-1940, U.S.A. Heinemann.

COLORADO [n.d], Our Dyes and their Uses [online] Available from:

Evans, M., Jamal, A., Foxall, G. 2006. Consumer Behaviour, England, John Wiley and Sons, Ltd.

Gupta, S., Lehmann, D.R. 2005. Managing Customers as Investment: The Strategic Value of Customers in the Long Run, U.S.A. Wharton School Publishing.

Meilach, D.Z. 1973. Contemporary Batik and Tie-Dye, London George Allen & Unwin Ltd.

Oguntona, T. 1986. Basic Textiles: Design Concepts and Methods, Zaria, Nigeria Institute of Education, Ahmadu Bello University.

Oliver, R.L. 1980. Cognitive Model of Antecedents and Consequences of Satisfaction Decisions, Journal of Marketing Research, 17: 460-469.

Olori, T. 2003. WTO -CANCUN: Liberalisation Hurts Nigeria’s Textile Industry, [online] Available from :

Osinowo, A.A. 1996. Production and Utilization Of Resist Dyeing Techniques in Abeokuta, Vas Journal, 5(1): 41-50.

Parrish, E.D., Cassill, N.L., Oxenham, W. 2006. Niche Market Strategy in Textile and Apparel Industry, Journal of Fashion Marketing, 10(4): 420-432.

Payne, A. 2006. A Hand Book of CRM: Achieving Excellence in Customer Management, Burlington, Butterworth Heinemann.

Peters, J.P., Olson, J.C. 2005. Consumers Behavious and Marketing Strategy, New York, McGraw Hill.

Shiv, B., Huber, J. 2000. The Impact of Anticipating Satisfaction on Consumer Choice, Journal of Consumer Research, 27(2): 307-324.

South African Institute of International Affairs (SAIIA) 2007. Second Hand Clothing Imports Unravel Local Textile Industries from Nigeria to Namibia [online] Available from:

West, D., Ford, J., Ibrahim, E. 2006. Strategic Marketing: Creating Competitive Advantage, New York, Oxford University Press.