| Journal of Economics and Management Volume 21, No. 2 September, 2025 |
| Entrepreneurial E-Commerce Measures and Customer Satisfaction: An Empirical Insight |
| Majekodunmi Samuel Ayodele |
| Business Administration, Mountain Top University, Nigeria |
| Ayeni Mercy |
| Department of Business Administration, Mountain Top University, Nigeria |
| Abstract |
| E-commerce has become a dominant force in the rapidly changing digital landscape of today. This study uses a quantitative research approach to investigate e-commerce and customer satisfaction among customers of Jumia, an online shopping company in Ikeja, Lagos, Nigeria. The population of this study consists of customers of Jumia in Ikeja Local Government of Lagos State (ILGLS), with a sample size of 400 determined using the Taro Yamane formula. The Statistical Package for Social Science (SPSS) version 26 was used to quantify the effects of proxies of e-commerce (service quality, system quality, information quality, and information system) on customer satisfaction. The findings indicate that while service quality (β =.359, p =.052) has no statistically significant effect, system quality (β =1.064, p = 0.000), information quality (β =.680, p = 0.003), and information system (β =1.099, p = 0.000) constitute statistically significant predictors of customer satisfaction. The model explains a reasonable portion (56.2%) of the variance in customer satisfaction, indicating a meaningful fit. In conclusion, this study offers insightful information about e-commerce and customer satisfaction; importantly, e-commerce serves as an innovative strategy enhancing customer satisfaction among those patronizing Jumia in ILGLS. The study's recommendations for e-commerce businesses seeking to increase customer satisfaction include policy renewal on service quality, system quality, information quality, and the information system. By continuously adapting those proxies to consumer needs and expectations in a competitive market, they would become drivers of customer satisfaction. By comprehending and addressing these drivers, e-commerce dimensions can promote higher customer satisfaction and maintain growth. |
| Keywords：Entrepreneurial, E-Commerce, Customer, Satisfaction, Empirical |
| JEL Classifications：M3 |
| BACK |