Abstract:
The purpose of the study is to examine the effect of perceived price fairness on customer
satisfaction in the case of Adama Steel and Nail Factory. Data for the current study were
collected from 400 customers; the unit of analysis of the current study was customers of the case
company in Adama City. Descriptive statistics, correlation, and multiple linear regressions were
used to analyze data. The study showed that there is a significant Pearson correlation between
the variables included in the study. Furthermore, the multiple linear regression results revealed
that perceived price fairness, product quality, and service quality significantly affect customer
satisfaction at a 5% level of significance. Based on these findings the company should have to
increase perceived price fairness to increase customer satisfaction.
