DIGITAL TRANSFORMATION AND CUSTOMER LOYALTY AMONG SUPERMARKET CUSTOMERS IN ANAMBRA STATE, NIGERIA

Abstract

The impact of digital transformation on retail competition and customer relationships remains underexplored in emerging and resource-constrained markets. This study examines how mobile commerce, social media engagement, and personalization influence customer loyalty among supermarket customers in Onitsha, Nnewi, and Awka, Anambra State, Nigeria. Grounded in Relationship Marketing Theory, the study adopted a cross-sectional survey research design. The population comprised customers of selected supermarkets in the three cities. Using the Taro Yamane formula, a sample size of 396 was determined and increased to 495 to account for non-response. A multistage sampling technique was employed: supermarkets were selected using simple random sampling, and customers were approached on-site at random for questionnaire administration. Data were collected using a structured questionnaire, yielding 397 valid responses for analysis. Instrument reliability was confirmed, with Cronbach’s alpha coefficients ranging from 0.768 to 0.968. Data were analyzed using OLS multiple regression in SPSS version 31.0.1.0. Results show that all three indicators positively and significantly influence customer loyalty. Social media engagement had the strongest effect (B = 0.324, p < 0.05), followed by mobile commerce (B = 0.254, p < 0.05) and personalization (B = 0.135, p < 0.05). The model was statistically significant (F = 72.137; p < 0.05) and explained 35.5% of the variance in customer loyalty (R² = 0.355). The study concludes that active social engagement and reliable mobile shopping channels are key drivers of customer loyalty in supermarkets in Anambra State, while personalization remains comparatively underdeveloped. The study recommends strengthening these digital capabilities in supermarkets to enhance customer loyalty.