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Abstract
The study was undertaken to examine the relationship between self-service and performance of supermarket in Rivers State. The case study research design was employed since the study was to examine self-service and the performance of super market in rivers state. The study was designed to focus on Next Time supermarket Bori, Rivers State. The population of this study constitutes all management and staff of Next Time supermarkets; Bori which was 15. The sample size of this study was a judgmental sample of 15 respondents which comprise of both the senior and junior staff selected from Next Time supermarkets Bori. In this study, both the primary and secondary data were used. A self-designed questionnaire on self- service and the performance of Supermarket in-Rivers State was used and administered for the collection of data from the respondents. The data collected were processed electronically using Statistical Packages for Social sciences (SPSS). The statistical test used in the analysis of the data collected was Pearson Product Moment Correlation Coefficient. Findings reveal a positive significant relationship between perceived security, perceived utility and performance of Supermarkets in Rivers State. Based on the findings of the study, we recommended that firms should ensure that when customers are using self service it should be completely free from effort, Management should ensure that their shelf permit ease of selection and that firms should also ensure that customers enjoy adequate privacy and security in self service delivery among others.
Table of Contents
Declaration iii
Dedication iv
Acknowledgement v
Certification vi
Abstract vii
Table of Contents viii
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background Of The Study 1
1.2 Statement Of Problem 2
1.3 Objectives Of The Study 3
1.4 Research Question 4
1.5 Research Hypothesis 4
1.6 Significance Of The Study 5
1.7 Scope Of The Study 5
1.8 Limitation Of Study 6
1.9 Definition Of Terms 6
CHAPTER TWO 8
REVIEW OF RELATED LITERATURE 8
2.1 Introduction 8
2.2 Conceptual Framework 8
2.2.1 Concept Of Self Service 9
2.2.2 Measures Of Self Service 11
2.2.3 Concept Of Performance 12
2.2.4 Measures Of Performance 13
2.2.5 Self-Service And Performance Of Supermarket 17
2.3 Theoretical Framework 20
2.3.1 Theory Of Reasoned Action (Tra) 20
2.4 Empirical Review 20
2.5 Summary Of Literature Review 21
CHAPTER THREE 22
RESEARCH METHODOLOGY 22
3.1 Introduction 22
3.2 Research Design 22
3.3 Population Of The Study 22
3.4sampling Techniques Used 23
3.5 Sample Size 23
3.6 Source Of Data 23
3.6.1 Primary Source (S) Of Data 23
3.6.2 Secondary Source Of Data 23
3.7 Research Instrument For Data Collection 23
3.8 Validity And Reliability Of Instrument 24
3.9 Techniques For Data Analysis 25
CHAPTER FOUR 26
DATA PRESENTATION AND ANALYSIS 26
4.1 Data Presentation And Analysis 26
4.2 Data Analysis 27
4.3 Hypotheses Testing 32
4.4 Discussion Of Findings 36
CHAPTER FIVE 39
SUMMARY, CONCLUSION AND RECOMMENDATIONS 39
5.0 Introduction 39
5.2 Summary 39
5.3 Conclusions 39
5.4 Recommendations 40
References 42
Appendix I 45
Appedix Ii 46
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Before the contact with the colonel master, marketing especially in the Nigeria region was based on barter system. But today as society and business have become more dynamic and complex, the need for advanced marketing procedure has developed, supermarket inclusive (Hampryz, 2015). The key to success for any organization and any commercial economic activity is the customer. Believe and practice the principle of customer orientation, customer satisfaction, attract new customers and retain old customers, are the main issues in organizational performance and in contrast the neglect of the demands of customers, result in an exit from compositing market (Logie, 2015). The key factor in gaining customer satisfaction and loyalty is providing appropriate services. In today’s business environment that cannot meet the needs of the customer without new technologies, providing quality and efficient services plays a vital role in attracting and retaining customers. Self–service is one of the most attractive technologies which in this research the impact of its use in business performance, especially in supermarkets was investigated. Because of the complexity of traditional business intelligence tools only professionals are able to use this tool (Arvldvs et al; 2014).
The most popular orientation or philosophy that has pervades thought and motivated decision and action among marketing people is the marketing concepts, simply put, according to the concept, the satisfaction of the customer is the overriding goal of business. This project will look at how self service/consumer satisfactions affect the purchase of product in next time supermarket. In connection with the above, those engaged in supermarket business have a lot of decision to take in order to make a success in their business. They have to make sure that there is no gap left in the implementation of decision taken (Collier and Barnes, 2015). A supermarket that lacks behind the façade of these facts has itself to blame of eventually, a catastrophe emerges. Thus, following the competitive nature of the supermarket various marketing strategies are adopted to win the attention of customer self services inclusive. Hence, the primary aim of this study is to look into the impacts of self service on the performance of supermarket.
1.2 STATEMENT OF PROBLEM
Self-service technology has become a concept that is more prevalent among consumers and allows them to receive services they need, without the help of employees. In other words, self-services network encourages consumes into active service in cooperation with production independent from staff service involvement. As a result, this leads to improve the efficiency and quality of service. Self service include technologies such as automated hotel, restaurant kiosks, telephone banking, online technology, mobile phone etc. despite the acceleration in access to supermarkets, the use of self-service has been faced with limited success. But the main reason for such disappointing results is the lack of understanding of the factors influencing the relationship between customers by employing self-service. Consumer satisfaction from self-service technology will be the primary motivation for the l continuation and again refers to the store. Because the satisfied consumer looking for alternatives to be less and has more effort to develop relationships with current service providers (Wang, 2012). A significant part of the satisfaction of self-service technology has been recognized in the literature, including cognitive variables, such as perception of usefulness, optimism, and innovation. The consistence of customers handling of product deteriorates the quality of such products. Several studies have been conducted on self service and performance. Hampryz, (2015), conducted a study on self service and customer loyalty in selected supermarket in Zambia. Similarly, Logie, (2015) also conduced another study on self service and performance in Ghanaian Pharmaceutical firm but no study has been conducted on self-service and performance of supermarkets in Rivers State. It is based on the aforementioned that the study seeks to examine the relationship between self service and performance of supermarkets in Rivers State.
1.3 OBJECTIVES OF THE STUDY
The main objective of the study is to examine the relationship between self service and performance of supermarkets in Rivers State. The specific objectives are as follows:
- To examine the extent to which perceived ease of use associate with performance of supermarkets in Rivers State.
- To examine the extent to which perceived security associate with performance of supermarkets in River state.
iii. To examine the extent to which perceived privacy associate with performance of supermarkets in Rivers State.
- To examine the extent to which perceived utility associate with performance of supermarkets in Rivers State.
1.4 RESEARCH QUESTION
The following research questions were proposed to guide the study.
- Does perceived base of use associate with performance of supermarkets in Rivers State?
- Does perceived security associate with performance of supermarkets in Rivers State?
- Does perceived privacy associate with performance of supermarkets in Rivers State?
- Does perceived utility associate with performance of supermarkets in River State?
1.5 RESEARCH HYPOTHESIS
The following hypothesis were formulated to guide the study:
HO1: There is no significant relationship between perceived base and performance of supermarkets in Rivers State.
HO2: There is no significant relationship between perceived security and performance of supermarkets in Rivers State.
HO3: There is no significant relationship privacy and performance of supermarkets in Rivers State.
HO4: There is no significant relationship between perceived utility and performance of supermarkets in Rivers State.tt
1.6 SIGNIFICANCE OF THE STUDY
It is a saying that in any field of human endeavor, improvement are achieved by learning about what people do, why they do them, with what role (negatively or positively) and if there is need for adjustment.
The findings of this study shall be useful in the successful marketing of goods and services by supermarkets that are involved.
Usage of Self Service as a sales strategy has helped Next Time supermarket proprietors know to a certain extent the reasons behinds the rejection or acceptance of Self Service offered to their customers which ginger them towards satisfied or unsatisfied financial needs.
The benefit also extends to academicians and customers. The academicians will benefit because it will widen their horizon of knowledge regarding the motivating factors behind Self Service as the sales strategy of some particular supermarkets.
This study is a complex, multidimensional one. It will add to the existing stock of knowledge in administrative science and literature as regards Self Service in supermarkets to meet up with the trend of changes in marketing society.
1.7 SCOPE OF THE STUDY
The study is determined under the following heading: content scope, geographical scope and unit of analysis.
Content scope: The content scope of this study involves an investigation to ascertain the relationship between self service and performance of supermarkets in Rivers State. The dependent variable is performance, measured by sales volume, market share and profitability. While independent variable is self service measured by perceived ease of use, perceived security, perceived utility and perceived privacy.
Geographical scope: This study is delimited in Port Harcourt Rivers State with reference to Next Time supermarket Bori.
Unit of analysis: The unit of analysis in this research involves both senior and junior staff and customers of Next Time supermarket Bori at the time of carrying out the study.
1.8 LIMITATION OF STUDY
The study was limited by the following:
The level of frankness in response to questions by the respondents is quite doubtful.
Finance: Accessing fund for the research work was difficult and this limited the quality of research activity.
Time: The time allocated to the research work was not sufficient to give room for further intensive work on the field of study.
Organization policy: Policies of the organization limited the level of information received. The personnel of the firms were not willing to give information, stating that it was against the organization’s policy.
1.9 Definition of Terms
Definition of some key words in this work should be briefly discussed below to enable the research to fully digest the media message in the research.
Marketing: Is the activity, set of institutions, and processes for creating communicating, delivery, and exchanging offering that have value for customers events, partners and society at large American marketing Association.
Performance: It is the accomplishment of a given task measured against preset known standards of accuracy, completeness, cost, and speed.
Self service: It is the practice of serving oneself, usually when purchasing items.
Supermarket: A supermarket is a self service shop offering a wide variety of food and household products, organized into aisles.