The contemporary Nigerian
retail landscape is characterized by intense competition and increasing
consumer sophistication, yet persistent lapses in customer service quality
(CSQ) remain a critical barrier to sustainable competitive advantage and
customer retention. This study aimed to empirically evaluate the role and
differential impact of various employee training types on perceived CSQ,
measured through the customer's perspective, in Nigerian retail organizations.
Utilizing a quantitative, cross-sectional survey design, data were collected
from 412 customers and 145 frontline employees across major retail chains in
Lagos and Abuja. CSQ was measured using a modified SERVQUAL instrument, while
training effectiveness data were gathered from employee self-assessment and HR
records, categorized into Product Knowledge, Soft Skills, and Service Recovery
training. Multiple regression analysis revealed that both Soft Skills Training
(β=0.45, p<0.001) and Service Recovery Training (β=0.31, p<0.01) were
significant positive predictors of overall perceived CSQ. Specifically,
soft-skill training exhibited a strong correlation with the Empathy and
Responsiveness dimensions of service quality, which were also identified as the
largest negative service gap areas. Conversely, a one-time product knowledge
training showed a weak, non-significant link to overall CSQ. The findings
underscore that a strategic, continuous investment in interpersonal and
problem-solving skills is crucial to bridging the service delivery gap in the
Nigerian context. The study concludes that training is a high-leverage
investment that transforms employees from transactional clerks into empowered service
agents, recommending a shift from basic product orientation to scenario-based
training for sustainable retail excellence in Nigeria.
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