EFFECT OF SERVICE RELIABILITY ON CUSTOMER LOYALTY TO SUPERMARKETS IN MERU COUNTY, KENYA

Abstract

Although supermarkets in Meru have launched quality customer service programs aimed at ensuring customer loyalty to the supermarkets, their effect has not been evaluated. Supermarkets therefore risk losing loyal customers to online and other platforms. Increased interest in service quality is mostly motivated by understanding that the outcome of customer loyalty is as a result of better service quality. The main objective of this study was to investigate the effect of service reliability on customer loyalty to supermarkets. A descriptive research design was adopted. The target population was the 4140 Meru County Government staff who visit the 36 supermarkets in Meru County. A sample of 364 shoppers was picked using simple random sampling technique. The study employed a questionnaire to collect primary data which was collected by the help of a questionnaire. To analyze the data, descriptive statistics was utilized with the help of Statistical Package for Social Sciences (SPSS) Version 26. Multiple linear regression model was employed in analyzing data and the hypotheses was tested at 5% level of significance. The findings of the study were then presented in form of tables, figures and equations. There was a positive significant effect of service reliability on service quality with regression coefficient of 1.153 and a p=0.000. It is anticipated that the findings of the study will help the management of supermarkets to devise strategies geared towards increasing loyalty for the stores and hence increasing their profitability.