Managing Dissatisfied Customers in Retailing Businesses in Nigeria

Abstract

This study is a theoretical overview of retailing type of business in Nigeria and it encompasses characteristics and types of retail outlets, product-price decision variables, factors that favour their growth, legislative influences and the wheel of retailing. The other aspect is on how retailers or retail stores handle problems of customers’ compliant about dissatisfy products. Basically most retailers use explanations, in the form of excuses, apologies, justification, coupon or compensation and speed (urgency) in attending to such complaint to exonerate them. What is most pertinent is for the retailers to accept responsibility for the poor quality or handling of their products or the injury product must have caused to customers, despite the method use to suppress the dissatisfaction, in order to maintain a cordial relationship between the customers and the retail stores. This will enhance continuous purchases, and generate revenue for the retailers.