Background of the Study
Customer complaints management is a critical component of customer service that directly impacts business performance, particularly in the retail sector. It refers to the process by which businesses address and resolve issues or grievances raised by customers (Davidow, 2023). Effective complaints management can enhance customer satisfaction, build loyalty, and improve the overall shopping experience, which, in turn, positively influences sales performance (Smith & Smith, 2024). On the other hand, poor complaints management can lead to customer dissatisfaction, negative reviews, and a decline in sales.
In Kaduna State, supermarkets are a vital part of the retail industry, catering to a growing urban population with diverse consumer needs (Akinyele & Dada, 2024). As supermarkets compete for market share, effective complaints management has become increasingly important in fostering customer loyalty and maintaining high levels of satisfaction. In recent years, the rise of social media and online review platforms has amplified the impact of customer complaints, as dissatisfied customers can quickly share their experiences with a wide audience (Ogunyemi, 2025). Therefore, the ability of supermarkets in Kaduna to manage and resolve complaints in a timely and satisfactory manner has become a key factor in their ability to sustain and grow sales.
This study aims to examine the impact of customer complaints management on sales performance in supermarkets in Kaduna State. It will focus on how supermarkets handle customer complaints, the strategies used to resolve issues, and the relationship between complaints resolution and customer loyalty and sales performance. By analyzing the effectiveness of complaints management processes, this research will provide valuable insights into improving customer service and enhancing business performance in the retail sector.
Statement of the Problem
Despite the well-established link between customer satisfaction and business performance, there is a limited understanding of the specific impact that customer complaints management has on sales performance, especially in the context of supermarkets in Kaduna State. Many supermarkets in the region face challenges in handling customer complaints efficiently due to inadequate training, poor communication, and lack of standardized procedures for complaint resolution. As a result, customers may become frustrated, leading to negative word-of-mouth and a decline in sales.
There is also a lack of empirical research in Kaduna State that connects effective complaints management with measurable sales performance outcomes. Without a clear understanding of how handling complaints affects consumer behavior and sales growth, supermarkets may struggle to develop effective customer service strategies that drive sales and foster long-term customer loyalty. This study will address this gap by exploring how customer complaints management influences sales performance in supermarkets.
Objectives of the Study
Research Questions
Research Hypotheses
Scope and Limitations of the Study
This study will focus on supermarkets in Kaduna State and will examine the customer complaints management processes, the resolution of complaints, and the effects on sales performance. Data will be collected from both customers and supermarket managers to assess the effectiveness of complaints handling. One limitation is that the study may not be able to account for all factors affecting sales performance, as external market conditions and internal operational factors may also play significant roles.
Definitions of Terms
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