Customer Satisfaction Scores and Repeat Purchase Rates: A Quantitative Analysis of Retail Customers in Nigeria

Abstract

Customer satisfaction remains one of the most critical determinants of customer retention and business sustainability in the retail sector. In a highly competitive business environment such as Nigeria, retail firms are increasingly interested in understanding how satisfaction scores influence customers’ willingness to make repeat purchases. This study examined the relationship between customer satisfaction scores and repeat purchase rates among retail customers in Nigeria. Specifically, the study assessed the level of customer satisfaction among retail customers, evaluated the relationship between customer satisfaction scores and repeat purchase rates, analysed the influence of selected demographic characteristics on repeat purchase behaviour, and examined the major service-related factors affecting customer satisfaction. The study adopted a survey research design. Data were collected with a structured questionnaire from 318 respondents selected from a population of 1,570 customers drawn from reputable sales outlets. The data were analysed using frequency tables, percentages, mean scores, Pearson Product–Moment Correlation, and Simple Linear Regression. Findings showed that the level of customer satisfaction among retail customers was generally high, with 48% of respondents indicating high satisfaction and 33% indicating very high satisfaction. The grand mean of 3.74 showed that respondents generally agreed that satisfaction influenced their intention to buy again, recommend the store to others, and maintain loyalty to preferred outlets. Pearson correlation analysis revealed a significant positive relationship between customer satisfaction scores and repeat purchase rates (r = 0.462, p < 0.05). Regression analysis further showed that customer satisfaction significantly predicts repeat purchase behaviour (R² = 0.213, F = 81.24, p < 0.05), indicating that approximately 21.3% of variations in repeat purchase behaviour can be explained by customer satisfaction. The study concluded that customer satisfaction is a strong driver of repeat purchase behaviour in the retail sector. It recommended that retail managers should improve service quality, ensure product availability, maintain fair pricing, strengthen complaint-handling systems, and invest in customer relationship practices that can sustain repeat patronage.