SERVICE QUALITY AND CONSUMER PATRONAGE IN ROBAN STORES, AWKA ANAMBRA STATE-NIGERIA: CONTENT ANALYSIS

Penulis

DOI:

https://doi.org/10.19166/imj.v3i2.8654

Kata Kunci:

Roban Stores, Service Quality, Consumer Patronage, Robban Stores, Customer Satisfaction

Abstrak

This study explores the relationship between service quality and consumer patronage at Roban Stores, Awka, Anambra State, Nigeria, employing a qualitative research approach through content analysis. Service quality is conceptualized as the provider's ability to meet customer expectations and enhance business performance through dimensions such as reliability, responsiveness, assurance, empathy, and tangibles. Consumer patronage is defined as the consistent preference of consumers to repeatedly choose a particular firm's products or services over competitors', influenced by factors including product quality, price competitiveness, customer service, and overall satisfaction. The study investigates these dynamics at Roban Stores, high lighting factors such as quality products, competitive pricing, excellent customer service, strategic location, diverse product offerings, promotional activities, store ambiance, word-of-mouth, loyalty programs, and social media presence as crucial in shaping consumer perceptions and fostering patronage. Findings underscore the significance of managing service quality to enhance customer satisfaction and loyalty, recommending strategies for continuous improvement to sustain competitive advantage in the retail market.

Biografi Penulis

Okoye Joy Ndidiamaka, Nnamdi Azikiwe University Awka

Business Administration

Referensi

Adiele, K. C., Grend, M. D., & Chinedu, E. A. (2015). Physical evidence and customer patronage: An empirical study of Nigeria banking sector. Journal of Economics, Management and Trade, 7(3), 188-199. https://doi.org/10.9734/BJEMT/2015/14176

Ali, A. M., Doski, S. A. M., & Saadon, A. I. (2022). The impact of service quality dimensions on customer satisfaction: Case study of University Utara Malaysia. Asian Journal of Social Sciences and Management Studies, 9(1), 11-17. https://doi.org/10.20448/ajssms.v9i1.3700

Anetoh, J. C. (2016). Dimensions of service quality and customer patronage of grocery services in Nigeria. Journal of Management and Corporate Governance, 8(1), 20-38.

Anionwu, C. (2019). Success drivers of retailing business among micro, small and medium enterprises in Awka, Anambra State, Nigeria. International Journal of Research and Innovation in Applied Science, 4(10), 114-121.

Anwatu, R. O. (2021). Leadership. Roban Store.

Anyadighibe, J. A., Ezekiel, M. S., Awara, N. F., & Udey-Mgbado, L. O. (2023). Brand image and customer patronage of petroleum products in Calabar metropolis. Nigerian Journal of Management Sciences, 24(1a), 342-350.

Assosia. (2024). Retail industry. What is the retail industry, and how has consumer spending changed within this landscape?. Assosia. https://www.assosia.com/sectors-channels/retail

Etuk, A., Anyadighibe, J. A., Ezekiel, M. S., & Adima, A. F. (2023). Service quality delivery and customers’ patronage of eateries. AKSU Journal of Management Sciences, 8(1 & 2), 11-28.

Faajir, A., & Nyagba, E. (2022). Business location and customer patronage in the hotel industry in Benue State, Nigeria. International Journal of Innovation in Engineering, 2(2), 60-73. https://doi.org/10.59615/ijie.2.2.60

Hameli, K. (2018). A literature review of retailing sector and business retailing types. ILIRIA International Review, 8(1), 1-24. https://doi.org/10.21113/iir.v8i1.386

Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: Toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(1), 377-401. https://doi.org/10.1007/s11747-015-0460-7

Hu, H. H. S., Kandampully, J. & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: An empirical study. The service industries journal, 29(2), 111-125. https://doi.org/10.1080/02642060802292932

Ibukunoluwa, L. (2021). Retail shops and their effects on consumer behaviour in Nigeria. Kingsway to Shoprite.

Ighomereho, S. O., Ojo, A. A., Omoyele, S. O., & Olabode, S. O. (2022). From service quality to e-service quality: Measurement, dimensions, and model. Journal of Management Information and Decision Sciences, 25(1), 1-15. https://doi.org/10.48550/arXiv.2205.00055

Iloke, S. E., & Oguegbe, T. M. (2024). Public awareness and quality of products as predictors of customer loyalty among consumers. West African Journal on Sustainable Development, 1(2), 133-152. https://journals.unizik.edu.ng/wajsd/article/view/3930

Iwuchukwu, A. B., Agu, H. O., Mba, J. C., & Igwe, N. P. (2023). Conformability of five brands of vegetable oil sold in Roban stores Awka, Nigeria to NAFDAC set standards. E-Proceedings of the Faculty of Agriculture International Conference, 207-212. https://journals.unizik.edu.ng/faic/article/view/1924

Jacobs, C. J. I. (2022). Challenges and prospect of e-commerce and retail business in Awka South L.G.A. International Journal of Business, Economics and Entrepreneurship Development in Africa, 10(4&5), 74-88. https://doi.org/172642333210456

Kankam, G. (2023). Service quality and business performance: The mediating role of innovation. Discover Analytics, 1(6), 1-11. https://doi.org/10.1007/s44257-023-00006-7

Mbamalu, E. I., & Okeke, T. C. (2021). Evaluation of e-service quality and customer satisfaction on point of sales in Anambra State, Nigeria. Global Journal of Applied, Management and Social Sciences, 23, 49-62. https://gojamss.net/journal/index.php/gojamss/article/view/734/714

Mbazor, C. S., & Okeke, T. C. (2019). Quality perceived service and customer loyalty in the telecommunication industry: A study of select customers in Anambra State. Nnadiebube Journal of Social Sciences, 2(2), 1-25.

Micheal, I., & Ifunanya, A. (2022). Product quality and customer loyalty of selected fast-moving consumer goods firms in Anambra State, Nigeria. International Journal of Advances in Engineering and Management, 4(2), 1417-1427.

Njelita, C., & Anyasor, M. O. (2020). Customer loyalty and patronage of quick service restaurants in Nigeria. British Journal of Marketing Studies, 8(2), 54-76. https://ssrn.com/abstract=3563262

Nwangwu, N. I., Nwokolo, E. E., Nwankwo, E. A., & Nwankwo, O. D. (2024). Predictive role of quality of service on online shopping preference in Anambra State, Nigeria. Journal of Psychology and Behavioural Disciplines, Chukwuemeka Odumegwu Ojukwu University, 4(1), 195-210. https://www.nigerianjournalsonline.com/index.php/JPBD_COOU/article/view/4236

Ogbunankwor, C. E., & Madumere, H. I. (2023). Retailers’ perceptions of consumer choice of retail outlets: A test of three attributes. European Journal of Logistics, Purchasing and Supply Chain Management, 11(3), 27-49. https://doi.org/10.37745/ejlpscm.2013/vol11n32749

Okoro, D. P., Okolo, V. O., & Mmamel, Z. U. (2019). Determinants of shopping mall patronage among consumers in Enugu Metropolis. International Journal of Academic Research in Business and Social Sciences, 9(11), 400-420. http://dx.doi.org/10.6007/IJARBSS/v9-i11/6557

Okoro, O. C. (2021). Consumer purchase decision-making at store retailers: A survey of Roban Stores in South-East region of Nigeria. International Journal of Innovations in Engineering Research and Technolog, 8(8), 134-145. https://repo.ijiert.org/index.php/ijiert/article/view/2835

Omeje, N. U., & Olise, M. C. (2022). Mediating effect of customer satisfaction on relationship marketing and customer loyalty among commercial banks customers in Awka, Anambra State. British Journal of Management Sciences, 10(5), 28-40. https://doi.org/10.37745/bjms.2013/vol10n52840

Onyeonoro, C. O., Ohai, P. N., Aniemeke, C. N., & Okoloagu, C. U. (2024). Service quality and customer patronage: A moderating role of staff remuneration. European Journal of Hospitality and Tourism Research, 12(2), 1-30. https://doi.org/10.37745/ejhtr.2013/vol12n2130

Pakurár, M., Haddad, H., Nagy, J., Popp, J. & Oláh, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability, 11, 1-24. https://doi.org/10.3390/su11041113

Power, I. A., & Odiri, V. I. O. (2023). After sales services as determinant of customers’ patronage of satellite products and services: A study of South-South Nigeria. British Journal of Management and Marketing Studies, 6(4), 1-21. https://www.doi.org/10.52589/BJMMS-BEYSHDAL

Ramya, N., Kowsalya, A., & Dharanipriya, K. (2019). Service quality and its dimensions. EPRA International Journal of Research & Development, 4(2), 39-41. https://eprajournals.com/IJSR/article/1196

Susilowati, Y., & Yasri. (2018). The effect of service quality and customer satisfaction toward word of mouth intention. Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018), 64, 677-685. https://doi.org/10.2991/piceeba2-18.2019.52

Udo, R. A., Akpan, S. J., & Uford, I. C. (2024). Product branding and customer patronage of Champion Breweries Plc.'s products, Uyo, Akwa Ibom State, Nigeria. AKSU Journal of Administration and Corporate Governance, 4(2), 208-220. https://doi.org/10.61090/aksujacog.2024.030

Vu, N. K. D. (2021). Service quality and its impact on customer satisfaction. England: University of Northanthon.

Zhang, F. (2021). How would the COVID-19 pandemic reshape retail real estate and high streets through acceleration of e-commerce and digitalization?. Journal of Urban Management, 10(2), 110-124.

Unduhan

Diterbitkan

2024-10-25

Terbitan

Vol. 3 No. 2, September 2023

Bagian

Articles

Lisensi

Authors who publish with this journal agree to the following terms:

1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website). The final published PDF should be used and bibliographic details that credit the publication in this journal should be included.