ABSTRACT
This study undertook a critical appraisal of the customer
care practices of selected major supermarkets in Enugu
state. The aim was to ascertain their customer-friendlines
and attention to customer, level of promotions to customers
complaints; their level of pre-sales and after-sales services;
their level of appraisal of customer needs and general
policies practices. Five null/alternative hypotheses
respectively addressing those questions were therefore
formulated and tested in the study.
For the research
methodology; opinion survey techniques of interviews and
questionnaire administration were employed to gather data;
while the data so gather were first presented in percentage
variables and later tested with the Chi-square (X2) statistical
techniques. At the end of the tests, the following results
were:
(i) Sales attendants in Nigeria supermarkets display
unfriendly attitudes to customers.
(ii) Supermarkets in Nigeria do not render to customers
adequate re-sales and after-sales services and
attention.
(iii) Supermarkets in Nigeria do not, respond promptly
and satisfactorily to customers’ compliant.
(iv) Supermarkets in Nigeria do not undertake periodic
appraisal of customers needs and wants.
(v) Business polices and practices of most
supermarkets in Nigeria are not customer focused
and customer-friendly.
So, with the outcome, this researcher offered some
recommendation for the way forward.
