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Online Shopping and Customers’ Satisfaction in Lagos State, Nigeria

O. Olasanmi

Published 2019 in American Journal of Industrial and Business Management

ABSTRACT

This study ascertained the level of awareness of customers to online shopping, and examined the relationship between online shopping and customers’ satisfaction. It also investigated how certain factors influenced customers’ satisfaction by prompting the usage of online shopping. Primary data was used for the study and a structured questionnaire was administered to obtain the data. The population for the study consisted of individuals from different occupations within Lagos, Nigeria, who had ever purchased items online, while purposive and convenience sampling techniques were used in selecting the respondents. Data collected were analysed using frequency counts and regression analysis. Results revealed that over 50% of the respondents engaged in online shopping regularly. It was also discovered that different reasons were suggested for preferred specific online retailers such as convenience, availability of better product information, availability of a variety of product to choose from and better prices than others. It was further revealed that usage of online shopping represented by costs involved, level of awareness, time and convenience, quality of products and risks involved, had significant relationships on customer satisfaction. The study concluded that improved customer satisfaction can in turn impact on continued patronage of online shopping outlets.

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