THE IMPACT OF SELF SERVICE ON THE PERFORMANCE OF SUPERMARKETS

THE IMPACT OF SELF SERVICE ON THE PERFORMANCE OF SUPERMARKETS

STATEMENT OF PROBLEM

Presently, the number of corporate supermarkets operating in Abakaliki metropolis has increased tremendously, but has it resulted to a more effective and efficient rendering of service to customers?

The underlying problem here is not just rendering of service but rendering them to make customers feel they are recognized.

Traditional, customers are known to shop in the supermarket where they are most convenient. The convenient is derived from wide range of goods displayed in the shop, which make it possible for the customer to have easy access to the goods he wants to buy.

A lot of challenges now face the corporate supermarkets to improve on their sales performance. One of such challenges is how well customers are being treated.

The problems encountered from self service include shrinkage and deterioration of product because of customers handling.

Survival of the fittest is now going on in corporate supermarket especially in Abakaliki urban. Were more supermarkets are spreading up and old ones expanding. For the fittest to survive they must employ those managements skill responsible for identifying, anticipating and satisfying customers which are at the fore-front of the corporate thinking while the techniques permit the concept to be successfully implemented.  

Recognizing the above attributes there exist some unsalted issues about self service in supermarkets. These are:

1. That self service is not only a determinant factor in attracting customer to a particular supermarket.
2. That other marketing activities or services like low prices, discounts, delivery, guarantees, credit, display contribute more to sales volume than self service operations.
3. That the general arrangement of supermarket scare some customers who prefer to shops in the local markets. The consistence of customers handling of product deteriorate the quality of such products.

  Hence, it is very pertinent to carryout a research to verify how far the variables mentioned above affect self service strategy in supermarkets.    

​​​​​​​OBJECTIVES OF THE STUDY

The objectives of this study are as follows:

1. To find out whether customers actually prefer self service strategy to the traditional haggling system.
2. To determine whether self service strategy leads to increase in sales volume.
3. To determine whether supermarket perform better than shops that do not adopt self service strategy.
4. To determine whether supermarket in Abakaliki offer the same dynamic service as the foreign ones.

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