An evaluation of omnichannel retailing and its effect on consumer satisfaction: A case study of supermarkets in Plateau State
- Project Research
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- NGN 5000
Background of the Study
Omnichannel retailing refers to a seamless approach to sales and customer service that integrates multiple channels, such as physical stores, e-commerce websites, mobile apps, and social media, to create a unified customer experience (Wang & Zhang, 2024). In an omnichannel environment, customers can interact with a brand or retailer through various touchpoints, often transitioning from one channel to another as part of their purchase journey. This approach allows retailers to provide greater convenience and flexibility, which has become particularly important as consumers increasingly demand a consistent and personalized shopping experience across both physical and digital platforms (Miller & Adams, 2023).
In Plateau State, supermarkets are increasingly adopting omnichannel strategies to meet the evolving needs of their consumers. With the rise of e-commerce and changes in consumer shopping behavior, supermarkets in Plateau are implementing integrated strategies that combine online shopping, home delivery services, and in-store shopping to cater to a wider audience. The goal is to provide a smooth and personalized experience, ensuring that customers can easily shop in whichever manner they prefer, while also maintaining brand loyalty and customer satisfaction.
This study evaluates the effect of omnichannel retailing on consumer satisfaction in supermarkets in Plateau State. By assessing how well these supermarkets integrate various retail channels and how this affects customer satisfaction, the research aims to provide insights into the effectiveness of omnichannel strategies.
Statement of the Problem
As the retail environment becomes increasingly competitive and technology-driven, many supermarkets in Plateau State are struggling to provide a seamless and consistent customer experience across their multiple sales channels. While some have adopted omnichannel strategies, there is limited understanding of how these strategies are being implemented and how they impact consumer satisfaction. Additionally, the complexities of managing different sales channels, each with its own logistical and operational challenges, may affect the overall customer experience.
There is a need for research on the impact of omnichannel retailing on consumer satisfaction, particularly in the context of supermarkets in Plateau State, to help retailers optimize their strategies and enhance their customer offerings.
Objectives of the Study
- To evaluate the extent to which omnichannel retailing strategies are implemented in supermarkets in Plateau State.
- To assess the effect of omnichannel retailing on customer satisfaction in supermarkets in Plateau State.
- To identify the challenges faced by supermarkets in Plateau State when implementing omnichannel retailing strategies.
Research Questions
- To what extent are omnichannel retailing strategies implemented in supermarkets in Plateau State?
- How does omnichannel retailing affect customer satisfaction in supermarkets in Plateau State?
- What challenges do supermarkets in Plateau State face when implementing omnichannel retailing strategies?
Research Hypotheses
- H1: Omnichannel retailing strategies have a significant positive effect on customer satisfaction in supermarkets in Plateau State.
- H2: Supermarkets in Plateau State that implement omnichannel strategies experience higher customer loyalty and repeat purchases.
- H3: Supermarkets in Plateau State face significant challenges when integrating omnichannel retailing strategies.
Scope and Limitations of the Study
The study will focus on supermarkets in Plateau State, investigating the effect of omnichannel retailing on consumer satisfaction. A limitation may be the diversity in the scale of supermarket operations, which could lead to variations in the implementation and effectiveness of omnichannel strategies.
Definitions of Terms
- Omnichannel Retailing: A strategy that integrates multiple retail channels, providing customers with a seamless and personalized shopping experience across online and offline platforms.
- Consumer Satisfaction: The degree to which a consumer’s expectations are met or exceeded by a product or service, leading to positive perceptions and increased loyalty.
- Customer Loyalty: A customer’s commitment to repurchase from a retailer due to a positive experience and satisfaction with their offerings.
