QUANTITATIVE PERSPECTIVE OF THE IMPERATIVE OF CUSTOMER SERVICE DELIVERY ON CUSTOMER RELATION AND ATTRACTION IN NIGERIAN STORE-BASED RETAIL BUSINESS
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Date
2024-07-29
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Al-Hikmah Journal of Economics
Abstract
This study investigated the effect of customer service delivery on customer relationships
in selected retail businesses in Lagos state, Nigeria. Quantitative technique was used as a
research design; the population size was infinite. Survey means through a questionnaire
was used to gather the primary data; Godden's (2004) model sample size was adopted
and 246 were arrived as sample size, multistage sampling technique was employed in the
study. Out of the 246 copies of the questionnaire that were administered, 150 were finally
retrieved and coded for data analysis. Standard multiple regression (SPSS version 26)
was adopted to analyze the data. The conclusion of the study shows that there is
likelihood for retail firms to build enthusiastic customer relations that will undoubtedly
lead to customer desirability and loyalty when the retail firms are able to devise a good
and satisfactory customer service delivery pattern that is customer-oriented. The study
suggested that service providers have to work on customer service delivery plan that will
have the objective of generating lasting customer relations with the objectives of
attracting new customers, maintaining the existing ones, build brand awareness and
improve customer and employee retention.