Al-Hikmah University Journal

This study investigated the effect of customer service delivery on customer relationships in selected retail businesses in Lagos state, Nigeria. Quantitative technique was used as a research design; the population size was infinite. Survey means through a questionnaire was used to gather the primary data; Godden's (2004) model sample size was adopted and 246 were arrived as sample size, multistage sampling technique was employed in the study. Out of the 246 copies of the questionnaire that were administered, 150 were finally retrieved and coded for data analysis. Standard multiple regression (SPSS version 26) was adopted to analyze the data. The conclusion of the study shows that there is likelihood for retail firms to build enthusiastic customer relations that will undoubtedly lead to customer desirability and loyalty when the retail firms are able to devise a good and satisfactory customer service delivery pattern that is customer-oriented. The study suggested that service providers have to work on customer service delivery plan that will have the objective of generating lasting customer relations with the objectives of attracting new customers, maintaining the existing ones, build brand awareness and improve customer and employee retention.