SERVICE CONVENIENCE AND CUSTOMER SATISFACTION ENHANCEMENT: AN ANALYSIS OF IN-STORE RETAIL OPERATIONS IN ILORIN, KWARA STATE

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.