Omnichannel Operations Management and Business Performance in the Retail Industry:

An Empirical Study

Abstract

This study examines the effect of omnichannel operations management (OOM) on business performance (BP) in the Nigerian retail industry. Specifically, the study investigates the relationships between personalized order fulfillment, effective inventory management communication, integrated business operations solutions, and customer loyalty, market share, and sales volume. The study population consisted of 8,885,500 customers (conservative estimate) who had interactions with five retail outlets in Nigeria. A mixed-methods approach was employed, with survey data collected from 593 sampled customers and analyzed using correlation and regression analysis, while interview responses from retail managers and executives were analyzed qualitatively using excel coding software. The findings reveal significant positive effects of personalized order fulfillment on customer loyalty, effective inventory management communication on market share, and integrated business operations solutions on sales volume. The study concludes that OOM has a significant effect on business performance in the Nigerian retail industry. The findings have practical implications for retail managers seeking to enhance their business performance through improved operational efficiency and customer satisfaction. The study recommends that retail outlets prioritize personalize order fulfillment, effective inventory management communication, and integrated business operations solutions to drive business success