Consumer Perception, Online Retailing and the Nigerian Experience: An Interchange of Demographic Patterns and Service Quality

Q2 Social Sciences Humanities and Social Sciences Letters Pub Date : 2022-04-29 DOI:10.18488/73.v10i2.2980
Anthony Okoeguale, Pius Onobhayedo
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引用次数: 1

Abstract

Customer perception has earned a lot of interest in recent times as a tool for assessing service quality in service-oriented organizations. Although numerous studies have addressed customers’ perceptions of service quality in traditional service settings, a relatively small volume of literature has empirically examined service quality issues in the online retailing environment. In the case of Nigeria, there is no known research relating to perceived service quality of online retailers. To address this knowledge gap, the consumer perception of the online retail sector in Nigeria was studied. The expectation theory, the electronic service quality model, and the electronic recovery service quality model served as the theoretical foundations on which this study is based. The methodology involved the use of a descriptive survey method to assess the perceived service quality of the online retail sector and the effect of selected demographic factors on customer perception. The study was conducted with a sample size of 300 respondents. The results revealed that the perceived service quality of the online retail sector in Nigeria is above average but has room for improvement. The study also showed that customer perception was not affected by the demographic factors that this research focused on.
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消费者认知、网上零售和尼日利亚经验:人口统计模式和服务质量的交换
在面向服务的组织中,客户感知作为一种评估服务质量的工具,近年来引起了人们的极大兴趣。尽管有大量的研究解决了传统服务环境中顾客对服务质量的看法,但相对较少的文献对在线零售环境中的服务质量问题进行了实证研究。在尼日利亚的情况下,没有已知的研究与感知服务质量的在线零售商。为了解决这一知识差距,研究了尼日利亚消费者对在线零售部门的看法。期望理论、电子服务质量模型和电子康复服务质量模型是本研究的理论基础。该方法包括使用描述性调查方法来评估在线零售部门的感知服务质量以及选定的人口因素对客户感知的影响。这项研究的样本量为300人。结果显示,尼日利亚在线零售业的感知服务质量高于平均水平,但仍有改进的空间。该研究还表明,顾客的认知不受本研究所关注的人口因素的影响。
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来源期刊
Humanities and Social Sciences Letters
Humanities and Social Sciences Letters Social Sciences-Social Sciences (all)
CiteScore
1.40
自引率
0.00%
发文量
40
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