INFLUENCE OF SERVICE CONVENIENCE ON CONSUMER BEHAVIOUR IN OSUN MALL OSOGBO, OSUN STATE, NIGERIA

Service convenience is a good instrument that can be used to improve consumer behaviour in all companies. As a result, the study main objective is to examine the influence of service convenience on consumer behaviour in Osun Mall Osogbo, and other specific objectives are to examine the influence of access convenience on consumer behaviour in Osun Mall Osogbo, examine the influence of decision convenience on consumer behaviour in Osun Mall Osogbo, examine the influence of transaction convenience on consumer behaviour in Osun Mall Osogbo, Osun State. The study adopted survey research design. The target population for the study comprised of all Mall customers in Osun Mall at Osogbo, Osun state. The total population of Osun Mall customers are undefined due to improper record keeping. Research technique using employed to arrive at a certain number of customers for the total population of the customer. The questionnaire was developed by using Likert five scales which consists of relevant questions on the variables of service convenience and consumer behaviour. The formulated hypotheses were analyzed using simple linear regression. The findings from the study revealed that there is influence of Access convenience on Consumer behaviour with R^2= 0.354(35.4%), Sig. = 0.000. Also, the findings from the study revealed that there is influence of Decision convenience on Consumer behaviour with R^2= 0.280(28%), Sig. = 0.000. Also, the findings from the study revealed that there is influence of Transaction convenience on consumer behaviour with R2 = 0.295(30%), Sig. = 0.000. It was concluded that service convenience, a powerful developmental way of ensuring positive consumer behaviour. It was recommended that there should be improvement on a uniform service which should be provide to customers at their disposal and at a very minimal time in order to have easy access to services. Further, to provide all their information on products should be at an insight to the customer which will enhance their buying decision.