Dimensions of Service Quality and Customer Patronage of Grocery Services in Nigeria

ANETOH, JOHN CHIDUME

Department of Marketing,

Chukwuemeka Odumegwu Ojukwu University

Igbariam Campus, Anambra State, Nigeria. 

Email: anetohjohn@yahoo.com

ABSTRACT

This work examined the use of SERVPERF model in measuring the relationship between service quality dimensions and customer patronage of grocery services in Nigeria. Service quality and customer patronage are very important concepts needed by grocery outlets in order to survive the competitive challenges of time. The study utilized 130 usable copies of questionnaire and evaluated the relationship between dimensions of service quality and customer patronage of grocery business in Nigeria with reference to Anambra area. Pearson Product Moment Coefficient of Correlation was used to test the formulated hypotheses necessitated using SPSS software package. The results indicated that there is significant relationship between service quality dimensions and customer patronage of grocery services in Nigeria. The major findings revealed that all dimensions are significantly correlated to customer patronage and also that SERVPERF model is a useful tool in measuring service quality and customer patronage of Nigerian grocery services. The conclusion drawn from the study is that customer patronage is a function of service quality. The study recommends that grocery stores should continue to improve on their service quality dimensions for enhanced customer patronage as well as been consistent in maintaining high level of competitiveness in order to remain in business.

Keywords: Dimensions of Service Quality, Customer Patronage, Grocery Services, Nigeria.