CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Before the contact with the colonial master, marketing especially in the Nigerian 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, attracting  new customers and retaining 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, businesses 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 Logie, (2015).

The most popular orientation or philosophy that has pervades thought and motivated decision and action among marketing people is the marketing concept. 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.

Self-service tools offer many advantages for users and IT personnel. The reason more customers are turning with these technologies, is the perceived benefits of the transaction independently (Lee and Lu, 2016). One of the most important of these benefits is that customers could achieve to better efficiency in a transaction through self- service technologies. According to recent authoritative reports, these tools can reduce IT-based appeals up to 31% that will have a significant impact on efficiency (Hampryz, 2015).   Moreover,   the   less   need   for   IT   personnel intervention in the transaction and technology-based activities is also another reason why customers prefer to use self-service technologies. Additionally, a good network of web-based self-service and offline services can stimulate the creativity of the user in advance of completion of the development, also could accelerate the cooperation and trade, and minimized the innovation costs and risks (Gerber and Martin, 2012).

Self-service is a type of service that the customer is directly involved in the process. Looking at language self-help books, recipes or minor home repairs we realize that self- service is not a new thing. In fact, by self-service, the consumer  must  do  the  part  of  the  process  of  getting services that otherwise the store employees would have to do this,  Such as getting the goods, putting them in bags or even pay the purchase price. It should be noted that the self-service trend is different from automation. While both of these  approaches  are  trying  to  raise  the  efficiency  of service delivery process, but the automation is trying to replace the activity of  employees with equipment; While self-service is trying to replace these activities by customer. Self-service technologies enable customers to develop independent services without the direct participation of employees (Meuter, 2000). Withdraw money from an ATM outside the bank, payment for gas at the pump terminals, and checking hotels at a lobby kiosk are the samples of these cases (Gerber and Martin, 2012).

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 if 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 improved efficiency and quality of service. 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 and the firm by employing self-service. Therefore, Self–service is one of the most attractive technologies which in this research, its impact on business performance, especially in supermarkets will be investigated.

1.3 Objectives of the Study

The main purpose of the study was to examine the relationship between self service and performance of supermarkets in Rivers State. The specific objectives are as follows:

i.        To examine the extent to which perceived ease of use associate with performance of supermarkets in Rivers State.

ii.       To examine the extent to which perceived security associate with performance of supermarkets in River state.

iii.      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.

i.        Does perceived ease of use associate with performance of supermarkets in Rivers State?

ii.       Does perceived security associate with performance of supermarkets in Rivers State?

iii.      Does perceived utility associate with performance of supermarkets in River State?

1.5 Research Hypotheses

The following hypotheses were formulated to guide the study:

Ho1:  There is no significant relationship between perceived ease of use 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 between perceived utility and performance of supermarkets in Rivers State.

1.6 Significance of the Study

There 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 will help Next Time supermarket proprietors know to a certain extent the reasons behind 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 current trend in marketing society.

1.7 Scope of the Study

The study is delimited 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 the independent variable is self service measured by perceived ease of use, perceived security and perceived utility.

Geographical scope: This study is delimited to 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(s) of Study

The study was limited by the following:

The level of frankness in response to questions by the respondents was 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.

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.