E-COMMERCE AND CUSTOMER SATISFACTION IN AKPABUYO LOCAL GOVERNMENT AREA OF CROSS RIVER STATE, NIGERIA

ABSTRACT This study investigated E-commerce and customer satisfaction in Akpabuyo Local Government Area of Cross River State, Nigeria. The purpose of the study was to examine how online shopping platforms, digital customer support system and digital payment system enhances customer satisfaction in the study area. The research variable were used to formulate three research questions which was translated into three corresponding null hypothesis. Related literatures were reviewed and major concepts variables were arrived at. The research employed the survey research design. The instrument for data collection was the questionnaire titled “E-Commerce and Customers’ Satisfaction Questionnaire (ECCSQ)”. 1200 copies of the questionnaire were administered to respondents and all copies were successfully retrieved. Subsequently, the collected data underwent analysis using simple linear regression. The findings of the analysis revealed that online shopping platforms, digital customer support system and digital payment systems significantly influences between customer satisfaction. Based on the study findings, the study recommended amongst others that businesses should invest in improving the usability and functionality of their online shopping platforms through options such as optimizing website design for ease of navigation, ensuring mobile compatibility, and providing comprehensive product information, incorporating customer reviews and ratings which may help build trust and enhance the shopping experience, ultimately leading to increased customer satisfaction.