Mnichannel Retailing Strategies and Customer Satisfaction of Food and Beverage Firms in Port Harcourt

This study investigated the relationship between omnichannel retailing strategies and customer satisfaction of food and beverage firms in Port Harcourt. Specifically, the objectives of the study were to determine how channel integration and customer experience relates with customer loyalty and repeat patronage of food and beverage firms in Port Harcourt. The chosen population for this study comprised thirty (30) registered food and beverage firms in Port Harcourt. The census approach was adopted to select our respondents for the study and the researcher purposively selected three hundred (300) respondents for the study, however only two hundred and forty (240) respondents provided information for the analysis of the data through a questionnaire. Kendall’ tab-u was used to test the four null hypotheses developed for the study. From results of the analysis it was revealed that channel integration and customer experience which are the proxies for omnichannel retailing strategies positively and significantly relate with customer loyalty and repeat patronage (measures of customer satisfaction) of food and beverage firms in Port Harcourt. Based on these findings, it was concluded that omnichannel retailing strategies and customer satisfaction of food and beverage firms in Port Harcourt reveals significant relationships between the dimensions of omnichannel strategies—channel integration and customer experience—and measures of customer satisfaction, specifically customer loyalty and repeat patronage. Therefore, the study recommended that food and beverage firms should focus on integrating their sales channels (physical stores, online platforms, mobile apps) to provide a seamless and consistent customer experience. This integration will likely improve both customer loyalty and repeat patronage.