British Journal of Marketing Studies (BJMS)

EA Journals

Consumers’ Perception

Cashless System, Consumers’ Perception and Retail Marketing Performance (Review Completed - Accepted)

The purpose of this study was to examine the impact of the cashless system on user’s perception and retail marketing performance in Nigeria retail sector. The study used survey instrument (questionnaire) and randomly selected 550 samples as to generate data on the impact of cashless systems on user’ perception and retail marketing performance in Nigeria. The questionnaire instrument was designed for two categories of respondents (customers and managers) of the selected retail outlets in Nigeria. The study found that the two measures of cashless system have positive influence on the measures of retail marketing performance; while consumers perceive that the new system will be disadvantageous to them in the short run but beneficial in the long run. The study concluded that the cashless system is in line with international banking best practices as it will reduce the high cost of business operations for retail businesses in terms of learned employees, provision of security and will boost retail investments opportunities in Nigeria. The study recommended for the Central Bank of Nigeria to collaborate with the money deposit banks’ as well as telecommunications firms to provide quality services as to militate against the negatives of customers’ purchase experiences in using E-platforms as conceptualized in this study’s payment systems implementation models.

Keywords: Cashless System, Consumers’ Perception, Nigeria, Retail Marketing

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