A comparative study of omni-channel strategies on consumer satisfaction: A case study of a retail chain in Kaduna, Nigeria
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Background of the study
Omni-channel strategies represent a holistic approach to retail marketing, integrating multiple touchpoints such as online, mobile, and in-store experiences to create a seamless consumer journey. This study examines how omni-channel strategies influence consumer satisfaction in a retail chain operating in Kaduna. Recent studies have demonstrated that consistency across various channels can enhance consumer trust and lead to higher satisfaction levels (Balogun, 2023). In Kaduna, where consumers interact with brands through diverse platforms, the convergence of online and offline channels is critical. However, the effective integration of these channels presents significant challenges, including technological barriers, inconsistent messaging, and logistical issues (Adamu, 2024). The research aims to analyze consumer perceptions and satisfaction levels by comparing omni-channel strategies with traditional single-channel approaches. This study will explore how a coordinated marketing approach can impact consumer experience and loyalty, offering insights into the operational dynamics that underpin successful omni-channel retail strategies (Suleiman, 2025).
Statement of the problem
Retail chains in Kaduna face significant challenges in achieving consumer satisfaction due to fragmented channel strategies. Although omni-channel approaches promise a unified customer experience, many businesses struggle to integrate online and offline touchpoints effectively. This disconnect results in inconsistent messaging and service delivery, which ultimately undermines consumer satisfaction. Additionally, the lack of standardized performance metrics for omni-channel integration complicates the assessment of these strategies. This study addresses these issues by comparing omni-channel strategies with traditional approaches, aiming to identify the key elements that drive consumer satisfaction in a retail setting. The insights gained are expected to inform more effective integration of digital and physical channels (Adamu, 2024; Suleiman, 2025).
Objectives of the Study
To compare the effectiveness of omni-channel strategies with traditional retail approaches.
To assess the impact of omni-channel integration on consumer satisfaction.
To propose recommendations for enhancing omni-channel strategies in retail.
Research Questions
How do omni-channel strategies affect consumer satisfaction in a retail chain?
What are the key challenges in integrating multiple channels?
How can omni-channel strategies be optimized to improve consumer satisfaction?
Significance of the study
This study is significant as it offers valuable insights into the operational and strategic benefits of omni-channel marketing in retail. The findings will assist retail chains in Kaduna in developing more cohesive and satisfying consumer experiences. By comparing different channel strategies, the study contributes to a better understanding of omni-channel integration and its impact on consumer satisfaction.
Scope and limitations of the study
The study is limited to analyzing omni-channel strategies in a single retail chain in Kaduna, Nigeria, and does not extend to other industries or geographic regions.
Definitions of terms
Omni-Channel Strategies: Integrated marketing approaches that provide a seamless customer experience across multiple channels.
Consumer Satisfaction: The measure of how products and services meet or exceed customer expectations.
Retail Chain: A series of retail outlets operated by a single company.
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