Service Convenience and Customer Satisfaction Enhancement: An Analysis of In-Store retail operations in Ilorin

Abstract

Customer satisfaction is crucial for retail business success, influencing customer loyalty, repeat purchases, and brand perception. While service convenience is widely recognized as a key driver of satisfaction in e-commerce and self-service industries, its impact in traditional Nigerian retail settings remains uncertain as most of the traditional retailers has not really explore the opportunity of service convenience in attracting customers. This study investigates the effect of service convenience on customer satisfaction in Nigeria retail businesses with three retail stores been selected in Ilorin Kwara State. A quantitative research design was employed, with data collected from 240 respondents using structured questionnaire. Regression analysis revealed that service convenience does not have a statistically significant impact on customer satisfaction (B = 0.052, p = 0.538), with weak correlation and low explanatory power (R² = 0.008). The ANOVA results further confirmed this insignificance (F = 0.463, p = 0.763), indicating that other factors such as product quality, pricing, and customer service interactions play a more dominant role. The study concludes that while service convenience will certainly enhance the overall customer experience, it is not a primary determinant of satisfaction in traditional retail settings. Businesses are encouraged to focus on improving product quality, enhancing service responsiveness, and strengthening customer engagement strategies to foster customer trust and retention.