E-SERVICE QUALITY AND CUSTOMER LOYALTY IN ONLINE SHOPPING IN NIGERIA

Abstract

Businesses grow and become successful when loyal customers are available to repeatedly patronize them. However, getting loyal customers in the online market is more difficult than in the traditional market. Many online firms do not know how to make their online presence attractive enough to meet the needs of their customers to retain them. Therefore, this study investigated the Nigerian online market to understand how customer loyalty can be achieved through e-service quality. Thus, the objective of this study was to examine the effect of e-service quality on customer loyalty in the Nigerian online market. The survey research design was adopted for the study, and a questionnaire was used to collect data. Purposive and snowball techniques were used in selecting the respondents. Three hundred and eighty four online shoppers in Nigeria participated in the study. However, responses from 376 respondents were valid for analysis. Data analysis was performed using descriptive and inferential statistics. Specifically, the hypotheses were tested using regression. Findings revealed that each of the three dimensions of e-service quality (fulfillment, responsiveness and security) considered in the study had a significant effect on customer loyalty.  It was concluded that focusing on these dimensions of e-service quality can enhance customer loyalty.  Therefore, it was recommended that online retailers in Nigeria should strongly consider these dimensions of e-service quality in their bid to gain customer loyalty.