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