Customer Loyalty and Retail Outlets Patronage in Nigeria

Idongesit Oto Eshiett; Oto Eyamba Eshiett

doi:doi:10.11648/j.ebm.20210706.12

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Customer Loyalty and Retail Outlets Patronage in Nigeria

Idongesit Oto Eshiett, Oto Eyamba Eshiett

Published in European Business & Management (Volume 7, Issue 6)

Received: 5 July 2021 Accepted: 16 July 2021 Published: 19 November 2021

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Abstract

The evolving trend of establishment of intra-national, transnational and transcontinental retail outlets providing quality service offering across countries of the world has made complex the level of competition and drive for acquiring loyal customers in order to increase their market share The value added role of Information and Communications Technology (ICT) in retail service delivery has impacted in no small measure on customer choice profile, thereby providing them with an array of options on which service provider to patronize. The purpose of this study is to examine the effect of customer loyalty on retail outlets patronage in Nigeria. The study evaluates the basic concept of retail service delivery and its effect on customer loyalty, equity theory in combination with the six (6) dimension of retailing experience was adopted as the theoretical framework for the study. The respondents for this study were customers of the South African Retail outlet giant – Shoprite in three basic locations of its Lagos, Nigeria outlets namely; Lekki, Ikeja and Suru- Lere. The study methodology was presented using the descriptive statistical technique of administering questionnaire to respondents and personal interview for the purpose of data gathering. The result of the study was obtained using Pearson Correlation Coefficient technique; the study findings and discussion showed that there is a positive relationship between customer loyalty and consistent patronage of retail outlets in Nigeria. The study concludes that retail outlets should create a robust relationship with their customers through consistent satisfaction and quality service delivery.

Published in	European Business & Management (Volume 7, Issue 6)
DOI	10.11648/j.ebm.20210706.12
Page(s)	168-175
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Customer Loyalty, Customer Satisfaction, Customer Retention, Patronage and Quality Service Delivery

References

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APA Style

Idongesit Oto Eshiett, Oto Eyamba Eshiett. (2021). Customer Loyalty and Retail Outlets Patronage in Nigeria. European Business & Management, 7(6), 168-175. https://doi.org/10.11648/j.ebm.20210706.12

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Idongesit Oto Eshiett; Oto Eyamba Eshiett. Customer Loyalty and Retail Outlets Patronage in Nigeria. Eur. Bus. Manag. 2021, 7(6), 168-175. doi: 10.11648/j.ebm.20210706.12

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AMA Style

Idongesit Oto Eshiett, Oto Eyamba Eshiett. Customer Loyalty and Retail Outlets Patronage in Nigeria. Eur Bus Manag. 2021;7(6):168-175. doi: 10.11648/j.ebm.20210706.12

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@article{10.11648/j.ebm.20210706.12,
  author = {Idongesit Oto Eshiett and Oto Eyamba Eshiett},
  title = {Customer Loyalty and Retail Outlets Patronage in Nigeria},
  journal = {European Business & Management},
  volume = {7},
  number = {6},
  pages = {168-175},
  doi = {10.11648/j.ebm.20210706.12},
  url = {https://doi.org/10.11648/j.ebm.20210706.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ebm.20210706.12},
  abstract = {The evolving trend of establishment of intra-national, transnational and transcontinental retail outlets providing quality service offering across countries of the world has made complex the level of competition and drive for acquiring loyal customers in order to increase their market share The value added role of Information and Communications Technology (ICT) in retail service delivery has impacted in no small measure on customer choice profile, thereby providing them with an array of options on which service provider to patronize. The purpose of this study is to examine the effect of customer loyalty on retail outlets patronage in Nigeria. The study evaluates the basic concept of retail service delivery and its effect on customer loyalty, equity theory in combination with the six (6) dimension of retailing experience was adopted as the theoretical framework for the study. The respondents for this study were customers of the South African Retail outlet giant – Shoprite in three basic locations of its Lagos, Nigeria outlets namely; Lekki, Ikeja and Suru- Lere. The study methodology was presented using the descriptive statistical technique of administering questionnaire to respondents and personal interview for the purpose of data gathering. The result of the study was obtained using Pearson Correlation Coefficient technique; the study findings and discussion showed that there is a positive relationship between customer loyalty and consistent patronage of retail outlets in Nigeria. The study concludes that retail outlets should create a robust relationship with their customers through consistent satisfaction and quality service delivery.},
 year = {2021}
}

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TY  - JOUR
T1  - Customer Loyalty and Retail Outlets Patronage in Nigeria
AU  - Idongesit Oto Eshiett
AU  - Oto Eyamba Eshiett
Y1  - 2021/11/19
PY  - 2021
N1  - https://doi.org/10.11648/j.ebm.20210706.12
DO  - 10.11648/j.ebm.20210706.12
T2  - European Business & Management
JF  - European Business & Management
JO  - European Business & Management
SP  - 168
EP  - 175
PB  - Science Publishing Group
SN  - 2575-5811
UR  - https://doi.org/10.11648/j.ebm.20210706.12
AB  - The evolving trend of establishment of intra-national, transnational and transcontinental retail outlets providing quality service offering across countries of the world has made complex the level of competition and drive for acquiring loyal customers in order to increase their market share The value added role of Information and Communications Technology (ICT) in retail service delivery has impacted in no small measure on customer choice profile, thereby providing them with an array of options on which service provider to patronize. The purpose of this study is to examine the effect of customer loyalty on retail outlets patronage in Nigeria. The study evaluates the basic concept of retail service delivery and its effect on customer loyalty, equity theory in combination with the six (6) dimension of retailing experience was adopted as the theoretical framework for the study. The respondents for this study were customers of the South African Retail outlet giant – Shoprite in three basic locations of its Lagos, Nigeria outlets namely; Lekki, Ikeja and Suru- Lere. The study methodology was presented using the descriptive statistical technique of administering questionnaire to respondents and personal interview for the purpose of data gathering. The result of the study was obtained using Pearson Correlation Coefficient technique; the study findings and discussion showed that there is a positive relationship between customer loyalty and consistent patronage of retail outlets in Nigeria. The study concludes that retail outlets should create a robust relationship with their customers through consistent satisfaction and quality service delivery.
VL  - 7
IS  - 6
ER  -

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Author Information

Idongesit Oto Eshiett

Department of Marketing, Faculty of Management Sciences, Akwa Ibom State University, Obio Akpa Campus, Ikot Akpaden, Nigeria
Oto Eyamba Eshiett

Department of Business Administration, Faculty of Management Sciences, ICT University, Messassi, Yaunde, Cameroun

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APA Style

Idongesit Oto Eshiett, Oto Eyamba Eshiett. (2021). Customer Loyalty and Retail Outlets Patronage in Nigeria. European Business & Management, 7(6), 168-175. https://doi.org/10.11648/j.ebm.20210706.12

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ACS Style

Idongesit Oto Eshiett; Oto Eyamba Eshiett. Customer Loyalty and Retail Outlets Patronage in Nigeria. Eur. Bus. Manag. 2021, 7(6), 168-175. doi: 10.11648/j.ebm.20210706.12

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AMA Style

Idongesit Oto Eshiett, Oto Eyamba Eshiett. Customer Loyalty and Retail Outlets Patronage in Nigeria. Eur Bus Manag. 2021;7(6):168-175. doi: 10.11648/j.ebm.20210706.12

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@article{10.11648/j.ebm.20210706.12,
  author = {Idongesit Oto Eshiett and Oto Eyamba Eshiett},
  title = {Customer Loyalty and Retail Outlets Patronage in Nigeria},
  journal = {European Business & Management},
  volume = {7},
  number = {6},
  pages = {168-175},
  doi = {10.11648/j.ebm.20210706.12},
  url = {https://doi.org/10.11648/j.ebm.20210706.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ebm.20210706.12},
  abstract = {The evolving trend of establishment of intra-national, transnational and transcontinental retail outlets providing quality service offering across countries of the world has made complex the level of competition and drive for acquiring loyal customers in order to increase their market share The value added role of Information and Communications Technology (ICT) in retail service delivery has impacted in no small measure on customer choice profile, thereby providing them with an array of options on which service provider to patronize. The purpose of this study is to examine the effect of customer loyalty on retail outlets patronage in Nigeria. The study evaluates the basic concept of retail service delivery and its effect on customer loyalty, equity theory in combination with the six (6) dimension of retailing experience was adopted as the theoretical framework for the study. The respondents for this study were customers of the South African Retail outlet giant – Shoprite in three basic locations of its Lagos, Nigeria outlets namely; Lekki, Ikeja and Suru- Lere. The study methodology was presented using the descriptive statistical technique of administering questionnaire to respondents and personal interview for the purpose of data gathering. The result of the study was obtained using Pearson Correlation Coefficient technique; the study findings and discussion showed that there is a positive relationship between customer loyalty and consistent patronage of retail outlets in Nigeria. The study concludes that retail outlets should create a robust relationship with their customers through consistent satisfaction and quality service delivery.},
 year = {2021}
}

Copy | Download

TY  - JOUR
T1  - Customer Loyalty and Retail Outlets Patronage in Nigeria
AU  - Idongesit Oto Eshiett
AU  - Oto Eyamba Eshiett
Y1  - 2021/11/19
PY  - 2021
N1  - https://doi.org/10.11648/j.ebm.20210706.12
DO  - 10.11648/j.ebm.20210706.12
T2  - European Business & Management
JF  - European Business & Management
JO  - European Business & Management
SP  - 168
EP  - 175
PB  - Science Publishing Group
SN  - 2575-5811
UR  - https://doi.org/10.11648/j.ebm.20210706.12
AB  - The evolving trend of establishment of intra-national, transnational and transcontinental retail outlets providing quality service offering across countries of the world has made complex the level of competition and drive for acquiring loyal customers in order to increase their market share The value added role of Information and Communications Technology (ICT) in retail service delivery has impacted in no small measure on customer choice profile, thereby providing them with an array of options on which service provider to patronize. The purpose of this study is to examine the effect of customer loyalty on retail outlets patronage in Nigeria. The study evaluates the basic concept of retail service delivery and its effect on customer loyalty, equity theory in combination with the six (6) dimension of retailing experience was adopted as the theoretical framework for the study. The respondents for this study were customers of the South African Retail outlet giant – Shoprite in three basic locations of its Lagos, Nigeria outlets namely; Lekki, Ikeja and Suru- Lere. The study methodology was presented using the descriptive statistical technique of administering questionnaire to respondents and personal interview for the purpose of data gathering. The result of the study was obtained using Pearson Correlation Coefficient technique; the study findings and discussion showed that there is a positive relationship between customer loyalty and consistent patronage of retail outlets in Nigeria. The study concludes that retail outlets should create a robust relationship with their customers through consistent satisfaction and quality service delivery.
VL  - 7
IS  - 6
ER  -

Copy | Download