ABSTRACT This study focused on the Impact of Total Quality Management Practices on Customer Satisfaction and retention (A Study Of 7up Bottling Company Pie Aba, Abia State). On the course of this study relevant literatures were reviewed to ascertain the views of authors on the said topic. The specific objectives of the study are to ascertain the effects of Total Quality Management practices on customers' satisfaction and retention at seven up bottling company, Aba, to determine the strategies of Total Quality Management practices that ensure customer satisfaction and retention in Seven up bottling company, Aba, to determine the challenges of Total Quality Management p>-actices in achieving customer retention and satisfaction in seven Up bottling company, Aba. The population of the study was 270 staff of the selected manufacturing firm, from which 161 was derived as the sample size using Taro Yamane Formula. Respondents were drawn from the sample size through stratified random sampling technique. The instrument used for data collection was questionnaire which responded on fivepoint Likert scale of strongly agreed, agreed, undecided, disagreed, and strongly disagreed. The instrument was confirmed to have high validity and reliability. Three research questions were analyzed using frequency and percentage table. Three research hypotheses were analyzed using Pearson's Correlation Coefficient and linear regression. The Statistical Package for Social Science (SPSS) served as the tool for analysis. The findings indicated that there is a significant effect of Total Quality Management Practices on customers satisfaction and retention (F=2202.106, R2 =.927; adjusted R2 =.927; P=0.000) P<0.05 at significant level. The study further showed that · there are strategies of Total Quality Management to ensure customer satisfaction and retention at Seven up bottling company, Aba (F=564.029, R2 =. 765; adjusted R2 =. 764; P=0. 000) P<0.05 at significant level. Finally, the result showed that there are significant challenges of total quality management practices in ensuring customer satisfaction and retention (F=582. 796, R2 =. 771; adjusted R2 =. 770; P=0. 000) P<0. 05 at significant level. The researcher recommended that in order to gain more satisfied customers, they should acquire more skilled personnel or provide better training for the existing employees, Feedback collection system should be improved. Based on the findings of the study, the researcher concluded Based on the findings of the study, the relationship between Total Quality Management practices and customer satisfaction and retention was highly demonstrated and the researcher discovered that industrial relations has a significant impact on organizational performance. The findings of the study have shown that implementing Total Quality Management programs in an organization directly and positively impacts customer satisfaction and retention most importantly