ABSTRACT
The study analyzed the perceived service quality
relationship with customer retention and repurchase intention among frozen food
dealer in Abia state, Nigeria. The specific objectives were to describe the
socjo-economic characteristics of frozen food dealers; examine the perceived
service quality offered to customers among frozen food dealers; ascertain
customer retention strategies employed by frozen food dealers, investigate the
petceived service quality relationship with customer retention intentions among
frozen food dealers; determine the influence of service quality on customer
repurchase intention among frozen food dealers in the study area and identify
the factors affecting repurchase intention as well as quality service delivery
among frozen food dealers in the frozen food market in Abia state. Primary data
was used for the study. Data were obtained from 120 respondents in the study
area using a well structured questionnaire. Data was analyzed using both
descriptive and regression methods. The study revealed that young individuals
are involved more in frozen food business with 68.3% of the respondents between
the ages of 31-40 years. The mean age of 37.7 years was recorded amongst the
respondent. The result also showed that most (65.8%) of the frozen food dealers
were females. Majority (80.8%) of the respondent engages in marketing/trading
as their major occupation. More so, the study revealed that majority (59.2%) of
the respondents engaged in frozen food marketing business as their major
occupation and are well experienced in the business having gained, some years
of experience in the business with the mean years of marketing experience of
frozen fish of 8.3 years. the perceived quality service offering to the
customers included home delivery of goods; selling at affordable prices;
selling branded and labeled foods; fishes are sold directly from fridges,
sellingproperly packaged food, selling weighed foods, giving customers receipts
of purchase and giving sales bonus to customers. The frozen food dealers
operate mostly on small scale level. The frozen food dealer adopted such
customer retention strategies of ensuring constant product availability,
extraordinary custom,er service, courtesy system, product reliability, home
delivery services, price flexibility and leverage, customer loyalty and reduction
of attrition, branding and labeling and packaging in other to survive in the
business in Abia state. Perceived service quality and customer retention among
the frozen food dealers in Abia state are related. Positive association exists
between frozen food dealers's quality service delivery and customer repurchase
intention of frozen food dealers. Satisfaction, attitudinal loyalty, good
taste, good and firm texture and price significantly influenced repurchase
intention of customers of frozen food in the study area. Capital, level of
education, market location, supply of labour and access to input significantly
influenced the quality of service delivery among frozen food dealers in Abia
state. The study concluded that there is perceived service quality relationship
with customer retention and repurchase intention among frozen food dealer in
Abia state. The study recommended that policies aimed at bettering the quality
of service delivery of frozen food dealers in Abia state should as a clue
considers those factors that significantly influenced the quality of service
delivery among frozen food dealers in Abia state as observed in the study.
MICHAEL, U (2021). Perceived Service Quality Relationship With Customer Retention And Repurchase Intention Among Frozen Food Dealers In Abia State,Nigeria. Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/perceived-service-quality-relationship-with-customer-retention-and-repurchase-intention-among-frozen-food-dealers-in-abia-statenigeria-7-2
UNIVERSITY, MICHAEL. "Perceived Service Quality Relationship With Customer Retention And Repurchase Intention Among Frozen Food Dealers In Abia State,Nigeria" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 29 Nov. 2021, https://repository.mouau.edu.ng/work/view/perceived-service-quality-relationship-with-customer-retention-and-repurchase-intention-among-frozen-food-dealers-in-abia-statenigeria-7-2. Accessed 23 Dec. 2024.
UNIVERSITY, MICHAEL. "Perceived Service Quality Relationship With Customer Retention And Repurchase Intention Among Frozen Food Dealers In Abia State,Nigeria". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 29 Nov. 2021. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/perceived-service-quality-relationship-with-customer-retention-and-repurchase-intention-among-frozen-food-dealers-in-abia-statenigeria-7-2 >.
UNIVERSITY, MICHAEL. "Perceived Service Quality Relationship With Customer Retention And Repurchase Intention Among Frozen Food Dealers In Abia State,Nigeria" Repository.mouau.edu.ng (2021). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/perceived-service-quality-relationship-with-customer-retention-and-repurchase-intention-among-frozen-food-dealers-in-abia-statenigeria-7-2