SERVICE QUALITY AND CUSTOMERS’ LOYALTY IN A SELECTED RETAIL BUSINESS IN LAGOS STATE, NIGERIA: QUANTITATIVE ANALYSIS
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Date
2023-02-09
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International Journal of Entrepreneurship, Innovation and Management, A Journal of the Department of Business & Entrepreneurship, Kwara State University, Malete
Abstract
The study examined the service quality and customer loyalty in selected retail businesses in Lagos state, Nigeria. Quantitative research method was used as a research design; the population size was infinite as the study focused on customers of the 19 selected retail stores across Lagos state. Godden (2004) model sample size was adopted and 246 were determined as sample size, a multistage sampling technique was utilized while structured self administered questionnaire were used to collect the primary data. Out of the 246 copies of the questionnaire that was administered, 150 were finally retrieved and inputted for analysis. Standard multiple regression (SPSS version 26) was adopted to analyzed the quantitative data. Findings from the tested hypotheses revealed that all the 2 predictors variables significantly explained the dependent variables, the test of the hypothesis at 0.05(5%) level of significance did not support HO1and H02with p<0.000 respectively, jointly and significantly affected corporate reputation (r=0.720, Adj. R2 =49%) and corporate branding (r=0.545, Adj. R2=35%). The study concluded that high customer loyalty is achieved when the retail service providers are able to have excellent service quality programs that will assist the firm in achieving the mission of attracting customers and reduce the rate of customer defection. Consequently, the study recommended that the service providers should try to package their communication strategy in a way that would create awareness, arouse interest and desire and elicit actions of their customers towards their stores.