Thematic Analyses on Perceived Product and Service Quality by Nigerians During COVID-19 Pandemic

Nyitor Alexander Shenge, Fiyinfunjah Adenike Dosunmu, Timilehin Fashola


The study was a thematic analyses on perceived product and service quality by Nigerians during COVID-19 pandemic. The study adopted qualitative research design and interviewed fifty five (55) participants who are resident in Nigeria during COVID-19 pandemic partial lockdown. Two major themes were identified from the findings. First is high level of customer dissatisfaction, while the other was poor customer service. It was further revealed that majority of respondents showed high level of dissatisfaction from goods and services purchased or gotten. The high level of customer dissatisfaction was largely attributed to the sudden announcement of lockdown in some parts of the country. This led to hoarding of essential products, creating artificial scarcity. In addition, it was discovered that majority of the shop owners and service providers might have consciously or unconsciously exploited the COVID-19 pandemic situation to their advantage by displaying monopoly of goods and services. This made it difficult for customers to be given the prioroty attention that they typically enjoy. Recommendations were made based on the findings of the study.

Keywords: Perceived Product and Service Quality, COVID-19 Pandemic, Lockdown

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