Abstract
This study examined the relationship between servitisation dimensions and customer satisfaction among customers of selected informal bakeries in Lagos, Nigeria. Specifically, the study focused on product-related services (PRS), delivery and convenience services (DCS), and customer support and engagement (CSE). The study used a quantitative cross-sectional survey design. A total of 311 customers from selected bakeries were sampled, and the data were analysed using multiple regression analysis in SPSS Version 26. The study was grounded in the SERVQUAL model, Expectation-Disconfirmation theory, and Service-Dominant Logic. The results showed that the dimensions of servitisation jointly explained 78.0% of the variance in customer satisfaction (R2 = 0.780, p < 0.001). Overall, customer support and engagement had the highest positive impact on customer satisfaction, while product-related services and delivery and convenience services also had significant positive effects. All three dimensions of servitisation were shown to positively relate to customer satisfaction and were also statistically significant, suggesting that both relational and functional service attributes are important aspects of customer satisfaction with selected bakery services. The findings suggest that bakery operators should adopt an integrated servitisation strategy by strengthening customer support and engagement, maintaining consistent product quality, and improving delivery efficiency and service convenience. Investing in responsive customer interaction, effective delivery of service, and quality products will better match the service offered to customers' expectations and improve customer satisfaction in dense urban markets.