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An investigation of customers' satisfaction with online shopping in Delta state of Nigeria

Esekomunu, Oghenetejiri (2020) An investigation of customers' satisfaction with online shopping in Delta state of Nigeria. Masters thesis, Dublin, National College of Ireland.

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Abstract

Observations showed that indeed several studies have been carried out on customers’ satisfaction with online shopping in Nigeria. However, none of such studies has been carried out in Delta State, Nigeria. The present study, therefore, tried to fill this gap by providing an empirical study on customers’ satisfaction with online shopping in Delta State, Nigeria, with a view of verifying the results of studies in other states of the country.

A total of 93 respondents (48 males and 45 females), who are above the age of 18 years and have a minimum of secondary school certificate, participated in the study. A quantitative method with an online survey was adopted as a method of data collection. The online survey was developed in line with extant literature on the various research questions raised for the study. The research questions were answered with the aid of mean and standard deviation while a one-sample t-test was used to test the corresponding hypotheses.

Subsequently, the findings of the study revealed that the majority of customers in Delta State, Nigeria, are satisfied with online shopping and they have a positive attitude towards online shopping. Factors investigated, such as brand, time-saving, ease of use, satisfaction, service quality, and product variety, were reported to have a positive impact on encouraging the use of online shopping by customers in Delta State. The study further found that factors such as unavailability of warranty for products, the proliferation of fake or counterfeit products, safety of personal information, and unavailability of after-sale service, discouraged the use of online shopping by customers in Delta State.

The study has indeed, made a significant contribution to existing knowledge by providing empirical data and useful insights on customers’ satisfaction with online shopping in Delta State, Nigeria, which advances existing studies in other states of Nigeria.

Key Words: Customers Satisfaction; Attitude; Online Shopping in Nigeria

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Customer Service
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Dan English
Date Deposited: 10 Feb 2021 16:26
Last Modified: 10 Feb 2021 16:26
URI: http://norma.ncirl.ie/id/eprint/4721

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