THEMATIC ANALYSIS OF SERVICE QUALITY AND CUSTOMER LOYALTY IN SELECTED RETAIL BUSINESSES IN LAGOS STATE, NIGERIA
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Date
2023-11-10
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Kaduna Marketing Review, A Journal of the Department of Business Administration, Kaduna State University, Kaduna
Abstract
In today’s business world, customers expect high-quality services from their organization. The mutual relationship that supposes to co-exist between customers and retailers is important for both the consumers and the service providers. This study examined the service quality and customer loyalty in selected retail businesses in Lagos state, Nigeria using thematic analysis. Qualitative method was used as a research design; the population size was infinite as the study focused on customers of the 3 selected retail businesses (Shoprite, spar and Buyrite) in Lagos. Face-to-face interview was used to collect the primary data; four respondents were interviewed for the study. The data was analyzed through the help of Nvivo software version 12. Furthermore, from the outcome of the qualitative analysis, there was significant relationship between the independent variables and dependent variables through the semi-structured interviewed held with the 4 participants. The study is concluded with the observation that not all customers who got satisfied through good quality services provided by stores, in turn develop loyalty towards the store. This invariably means that not all customer satisfaction leads to customer loyalty. The study further recommended that service providers as a matter of necessity need to work on customer service delivery program that will have the intention of generating enduring customer relations with the objectives of attracting new customers, maintaining the existing ones, create brand awareness and enhance customer loyalty.