Service Quality, Customer Satisfaction, andLoyalty in Nigerian Retail: A QualitativeStudy
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Date
2025-10-02
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Uniben Journal of Marketing, Department of Marketing, University of Benin
Abstract
The concept of corporate reputation has evolved from a peripheral concept to a criticalintangible asset and a valuable source of competitive advantage. Its effective management isnow considered a cornerstone function of every organization, essential for long-termsustainability and progress in a competitive business environment. This exploratory, small-scale study investigated the relationship between service quality and customer loyalty amongcustomers of three selected retail businesses in Lagos State, Nigeria. Using a qualitativeresearch design, the study conducted face-to-face interviews with six participants. The data,analyzed with NVivo software, revealed preliminary insights into how service quality mayinfluence customer loyalty. The findings from the study’s thematic analysis suggest a potentiallink between a firm's service quality and customer loyalty, based on the experiences shared bythe four interviewees. The study's main takeaway is that prioritizing efficient and effectiveservice delivery appears to be a factor in fostering customer satisfaction and loyalty. Based onthese initial insights, we suggest that service providers consider focusing on customer servicedelivery programs to improve customer relationships and brand awareness. Future, larger-scaleresearch would be beneficial to further explore and validate these preliminary findings.
(PDF) Service Quality, Customer Satisfaction, and Loyalty in Nigerian Retail: A Qualitative Study. Available from: https://www.researchgate.net/publication/396120276_Service_Quality_Customer_Satisfaction_and_Loyalty_in_Nigerian_Retail_A_Qualitative_Study [accessed Oct 02 2025].