Effect of E-Commerce on Customers' Satisfaction in Nigeria

Abstract:

A whole lot of factors could affect E-commerce as regard to customers’ satisfaction. Such factors include; issues of fraud, authenticity of transaction, trust, ease of navigation through websites, options for the return of goods if customers are not satisfied, time saved, costs, conformity of goods delivered to those illustrated online, quality of the goods. In the light of these backdrops, this study investigated the effect of E-commerce on customers’ satisfaction in Nigeria. Specifically, the study sought to: (1) determine the effect of internet reliability of E-commerce on customers’ satisfaction in Nigeria: (2) identify the effect of efficiency of E-commerce on customers’ satisfaction in Nigeria. Study Area was Nigeria. The research design of the study was sample survey method. A structured questionnaire was designed and sent online. The population of the study comprises 99.05 Million internet users and the sample size was proximately
543. Research questions were answered using mean score and standard deviation. The hypotheses stated were tested using single regression analysis. The findings of the study revealed that Internet reliability of E-commerce has significant effect on customers’ satisfaction in Nigeria since E-commerce provides boundless universal accessibility of goods and service, it increased exposure of varieties of products and service and finally E-commerce provides 24/7 websites and fast shopping for goods and service thereby causes customers’ repurchase behavior. The study revealed that E-commerce has significant impact on customers’ satisfaction in Nigeria since E-commerce provides avenue to attend to a large of end-users at a time, E-commerce provides service faster responses to marketers and the end users and finally it provides trade at comfort and convenience thereby causes customers’ positive word-of-mouth referrals.
The study concluded that there is significant positive impact of E-commerce on customers’ satisfaction in Nigeria. The study recommended that customers of E-commerce should check social media privacy settings by using four digits passcode for social network account privacy settings for internet security. Customers of E-commerce should use passwords or biometric authentication to lock your phones, tablets, and computers.