E-Commerce and Customers’ Satisfaction: Evidence from Selected Online Businesses in Nigeria

Abstract

Many online businesses in Nigeria continue to face challenges in delivering satisfactory services to their customers regarding technology readiness, adoption cost, and government support. As a result, there are gaps in the previous studies on how factors such as technology readiness, adoption cost, and government support can collectively influence customer satisfaction in Nigeria’s online business. Hence, this study assessed the influence of e-commerce on customer satisfaction in selected online businesses in Nigeria. The study research design was a survey design and the study sample was 346 respondents determined using Cochrian (1963) sampling formular. Structured questionnaire was designed in line with the research objectives. Regression technique was also applied on the usable returned questionnaires. The study found that technology readiness has no significant effect on customer satisfaction with an online business. The study concludes that high technology readiness levels lead to better customer experiences as businesses can offer smoother, more efficient services. The study recommends that online businesses invest in modern technologies that facilitate user-friendly interfaces, secure payment gateways, and efficient delivery mechanisms to improve the customer experience and increase satisfaction.