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Title: DETERMINANTS OF CUSTOMER LOYALTY IN THE GHANAIAN E-COMMERCE: A
PLS-SEM APPROACH |
Authors: Massang Naa Norley, Wang Jianfeng, Adu Sarfo Philip, Massang Thomas and Amankwah Ophelia |
Abstract: This study explores how customer service quality affects e-satisfaction and e-trust, impacting e-loyalty
in Ghana's e-commerce, focusing on Jumia. It also examines how mobile application design and
promotions influence e-satisfaction, e-trust, and potential e-loyalty in the Ghanaian market. This study
assessed the hypotheses in the established research model using structural equation modeling based
on data collected from 320 participants from Ghanaian online shoppers. The survey targeted
individuals aged 18-60 of both genders who have completed multiple online transactions on the
specified e-commerce platform. The study's results unequivocally affirm the pivotal role of customer
satisfaction as a driving force behind customer loyalty. Various factors, including the quality of
customer service, the effectiveness of marketing promotions, and the user-friendly design of mobile
applications, mold customer satisfaction. These results offer valuable insights for e-commerce
businesses in Ghana, emphasizing the importance of customer service quality and mobile app design
to enhance customer satisfaction, trust, and loyalty. Further research could explore these relationships
in greater depth and consider additional variables to gain a more comprehensive understanding. |
Keywords: E-commerce, Customer service quality, Marketing Promotion, E- Satisfaction, ETrust, E-Loyalty |
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