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

Nyitor Alexander Shenge, Fiyinfunjah Adenike Dosunmu, Timilehin Fashola

Abstract


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


Full Text:

PDF

References


Butu A., Bruma I., Tanasa L., Rodino S., Vasiliu C., Dobos S., & Butu M., (2020). The Impact of COVID-19 Crisis upon the Consumer Buying Behavior of Fresh Vegetables Directly from Local Producers. Case Study: The Quarantined Area of Suceava County, Romania. International Journal of Environmental Research & Public Health, 17, 1-24. doi:10.3390/ijerph17155485.

Cheung, C. M. K., Xiao, B. S., & Liu, I. L. B. (2014). Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65, 50-58.

Darley, W. K., Blankson, C., & Luethge, D. J. (2010). Toward an integrated framework for online consumer behavior and decision making process: A review. Psychology and Marketing, 27(2), 94-116.

de Barnier, V., Rodina, I., & Valette-Florence, P. (2006). Which luxury perceptions affect most consumer purchase behavior? A cross cultural exploratory study in France, the United Kingdom and Russia. Proceedings des Congrés Paris-Venise des Tendences Marketing, 8, 7.

Delafrooz, N., Taleghani, M., & Nouri, B. (2014). Effect of green marketing on consumer purchase behavior. QScience Connect, 5, 2-9.

Dirgantari P., Hadayat Y., Mahphoth M., & Nugraheni R., (2020). Level of Use and Satisfaction of E-Commerce Customers in COVID-19 Pandemic Period: An Information System Success Model (ISSM) Approach. Indonesian Journal of Science of Technology, 5, 261-270.

Eshghi, A. (2008). Service quality and customer satisfaction. An empirical investigation in India mobile Telecommunications services. Marketing management journal , 18, 119-144.

Jain, S. (2019). Factors affecting sustainable luxury purchase behavior: A conceptual framework. Journal of International Consumer Marketing, 31(2), 130-146.

Okpala, C., & Korzeniowska, M. (2020). Concept, Content, and Context Perspectives of Quality of Agrofood Products: Reflections on Some Consumer Decision-Making-Purchase Scenarios. Frontiers in nutrition, 7, 578941. https://doi.org/10.3389/fnut.2020.578941

Rajasekaran R., Withwell R., Cosker D.W., Christopher L., & Gibbons T., (2020). Service delivery during the COVID-19 pandemic: Experience from The Oxford Bone Tumour and Soft Tissue Sarcoma service. Journal of Clinical Orthopaedics and Trauma, https://doi.org/10.1016/j.jcot.2020.05.035.

Uzir, M. U. H., Jerin, I., Al Halbusi, H., Hamid, A. B. A., & Latiff, A. S. A. (2020). Does quality

stimulate customer satisfaction where perceived value mediates and the usage of social media moderates? Heliyon, 6(12), e05710. https://doi-org.qe2a- proxy.mun.ca/10.1016/j.heliyon.2020.e05710.

Yasav, S. (2015). The impact of digital technology on consumer purchase behavior. The Journal of Financial Perspectives: FinTech, 3(3), 1-10.

Zhang, W., Jin, J., Wang, A., Ma, Q., & Yu, H. (2019). Consumers’ Implicit Motivation of Purchasing Luxury Brands: An EEG Study. Psychology Research and Behavior Management, 12, 913–929. https://doi-org.qe2a-proxy.mun.ca/10.2147/PRBM.S215751

Zhou, Z., Xue, Y., & Ping, Q. (2013). Consumer choice of purchasing private-label drugs: an empirical study in China. Health Marketing Quarterly, 30(4), 349–361. https://doi-org.qe2a-proxy.mun.ca/10.1080/07359683.2013.847340.


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.