STORE ATTRIBUTES AND CUSTOMER PATRONAGE OF RETAIL OUT\LETS IN NIGERIA

Abstract

This study explored store attributes and customer patronage of retail outlets in Nigeria. The study adopted the correlation survey research design where data were collected from customers of some selected retail outlets in Port Harcourt. A sample size of 271 respondents was used for the study. The sample size was determined using the Taro Yamene’s formula. A structured questionnaire was used as the main instrument for data collection. The data collected were analyzed using percentage and frequency analysis and pie chart, while the hypotheses were tested using Spearman Rank Order Correlation Coefficient (rho). The SPSS 22.0 version was used to correlate the data on the study variables. The findings revealed that there is significant relationship between store cleanliness and customer patronage intention of retails outlets. This study also found a significant relationship between store cleanliness and repeat patronage of retail outlets. This study equally found a significant relationship between store lighting and customer patronage intention of retail outlets. This study also reported a significant relationship between store lighting and customer patronage of retail outlets. Based on these findings, it was concluded that store attributes (cleanliness and lighting) significantly enhance customer patronage of retail outlets in Nigeria. Based on the findings and conclusion, it was recommended that supermarket operators in Port Harcourt should design their store with colourful lighting and ensure that their store is clean as it would increase their level of customer patronage.