Non-Store Retailing and Customer Satisfaction in Asaba Metropolis, Delta State, Nigeria

Abstract

The general objective of the study is to examine the effect of non-store retailing on customer satisfaction in the small and medium enterprises in Asaba, Delta State. The cross-sectional survey research design method was deemed to be the most appropriate for this study. The stratified random sampling technique was used for the study. A sample size of 205 respondents was randomly selected from the total population of 450. The strategy for obtaining the data for this study involved the administration of validated questionnaire. To establish the reliability of the instrument, a test -retest method was employed. The study adopted descriptive statistics, correlation and multiple regressions analysis. Findings showed that mobile retailing, direct selling and mail order have significant positive effect on customer satisfaction. The study concluded that non-store retailing has positive effect on customer satisfaction in the SMEs in Asaba Delta State. The study recommended that the modern retail industry is booming across the world. Therefore, it is essential for retailers to use strategies which focus on satisfying current customers.