A Study on the Influence of Customer Service Quality on Repeat Purchases: A Case Study of Food Vendors in Kwara State
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Background of the Study
Customer service quality is a critical determinant of business success, particularly in the food service industry, where competition is intense, and customer loyalty is essential. High-quality customer service not only enhances customer satisfaction but also encourages repeat purchases, which are vital for sustained growth.
In Kwara State, food vendors play a significant role in the informal economy, providing essential services to a diverse population. However, many vendors face challenges in delivering consistent and satisfactory customer service due to limited resources, training, and awareness of its importance (Afolabi & Musa, 2023). This study examines how customer service quality influences repeat purchases, providing insights for food vendors to improve their practices.
Statement of the Problem
Many food vendors in Kwara State struggle with maintaining high standards of customer service, resulting in low customer retention and reduced sales. Factors such as poor communication, long wait times, and lack of professionalism negatively impact customer experiences, deterring repeat purchases.
Research by Bello and Adebayo (2024) indicates that customer service quality is directly linked to customer satisfaction and loyalty, yet many food vendors lack the training and support needed to improve their service. This study addresses the issue by investigating the relationship between customer service quality and repeat purchases among food vendors in Kwara State.
Objectives of the Study
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To assess the level of customer service quality among food vendors in Kwara State.
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To evaluate the impact of customer service quality on repeat purchases.
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To recommend strategies for improving customer service in the food vending industry.
Research Questions
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What is the level of customer service quality among food vendors in Kwara State?
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How does customer service quality influence repeat purchases?
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What strategies can improve customer service quality in the food vending industry?
Research Hypotheses
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Poor customer service quality reduces the likelihood of repeat purchases.
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High-quality customer service positively influences customer loyalty.
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Training and support programs significantly improve customer service quality among food vendors.
Scope and Limitations of the Study
The study focuses on food vendors in Kwara State, examining customer service quality and its impact on repeat purchases. It excludes other sectors and regions outside Kwara. Limitations include variations in customer expectations and potential biases in self-reported data.
Definitions of Terms
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Customer Service Quality: The degree to which a business meets or exceeds customer expectations in service delivery.
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Repeat Purchases: The act of a customer returning to purchase goods or services from the same vendor.
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Food Vendors: Small-scale businesses that sell prepared or raw food to consumers.
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