CERTIFICATION
This is to certify that this research work was conducted and accomplished by
AMIMI, ERIC OKON, with Registration Number 19/EBE/013 of the Department
of Vocational and Technical Education (Business Education Unit), University of
Cross River State, Calabar was under my supervision:
………………………. Date: ………………………
Mr. Ukam Ukam
(Supervisor)
…………………………….. Date: ………………………
(Head of Department)
DEDICATION
This project work is dedicated to God Almighty
ACKNOWLEDGEMENTS
I acknowledge the supremacy of God over man, His will, ways, purpose
and that without Him I am nothing. I give profound gratitude to Him for his
protection and sustenance throughout this course, I bless my Lord Jesus. In a very
special way, my profound gratitude goes to my able supervisor, Mr. Ukam Ukam
for his untiring contributions, who did me honour of reading and proofreading the
manuscript. His useful criticisms and corrections have in no small measure
contributed to the success of this work. Also, I acknowledge most notably, Dr.
Esther and Dr. Christiana, as well as all other lecturers in the Faculty of Education,
University of Cross River State, Calabar Campus.
My acknowledgement extends to my beloved father, Mr. Peter Amimi, and
my entire relatives, whose care, love, advice and financial support prepared a
background to everything I do in life today, their initial and present inspiration and
impetus is commended. I want to also record my deep appreciation to all my
coursemates who supported me financially and morally in the course of my
academic ambition, most notably including Bassey Samuel Ekpenyong, Princess
Elias, Gift Arobi. Finally, I am profoundly indebted to my bosom friends too
numerous to mention. They have been the source of my strength in terms of my
spiritual and academic life in the course of my schooling. May God meet you at
your point of needs, Amen.
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 was used to formulate three research questions which were
translated into three corresponding null hypothesis. Related literatures were
reviewed and major concepts variables was 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. Data was analyses 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.
TABLE OF CONTENTS
TITLE PAGE
CERTIFICATION - - - - - - - - I
DEDICATION - - - - - - - - II
ACKNOWLEDGEMENT - - - - - - - III
ABSTRACT - - - - - - - - IV
TABLE OF CONTENTS - - - - - - - V
LIST OF TABLES - - - - - - - - VI
CHAPTER ONE: INTRODUCTION
1.1 Background of the study - - - - - - 1
1.2 Theoretical framework - - - - - - 3
1.2.1 The Technology Acceptance Model (TAM) - - - - 3
1.2.2 E-Service Quality Theory - - - - - - 4
1.3 Statement of the problem - - - - - - 5
1.4 Purpose of the study - - - - - - - 6
1.5 Research questions - - - - - - - 6
1.6 Statement of hypotheses - - - - - - 7
1.7 Assumptions of the study - - - - - - 7
1.8 Significance of the study - - - - - - 8
1.9 Scope of the study - - - - - - - 8
1.10 Limitations of the study - - - - - - 8
1.11 Definition of Terms - - - - - - 9
CHAPTER TWO: LITERATURE REVIEW
2.1 Concept of E-Commerce - - - - - - 11
2.1.1 Concept of customer satisfaction - - - - - 12
2.2 Online shopping platforms and customers’ satisfaction - - 13
2.3 Digital customers support system and customer satisfaction - - 17
2.4 Digital Payment System and customer satisfaction - - - 20
2.5 Summary of literature reviewed - - - - - 23
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY
3.1 Research design - - - - - - - 25
3.2 Area of the study - - - - - - - 25
3.3 Population of the study - - - - - - 27
3.4 Sampling techniques - - - - - - 27
3.5 Sample of the study - - - - - - 27
3.6 Instrument for data collection - - - - - 28
3.6.1 Validity of the Instrument - - - - - - 28
3.6.2 Reliability of the Instrument - - - - - - 29
3.7 Procedure data collection - - - - - - 29
3.8 Procedure data preparation/scoring - - - - - 30
3.9 Procedure data analysis - - - - - - 30
CHAPTER FOUR: DATA ANALYSIS AND DISCUSSION
4.1 General description of major variables - - - - 32
4.2 Hypothesis-by-hypothesis presentation of result - - - 32
4.3 Summary of result - - - - - - - 40
4.4 Discussion of findings - - - - - - 40
CHAPTER FIVE: SUMMARY, CONCLUSION AND
RECOMMENDATIONS
5.1 Summary - - - - - - - - 42
5.2 Conclusion - - - - - - - - 43
5.3 Recommendations - - - - - - - 44
REFERENCES
APPENDIX
LIST OF TABLES
TABLE TITLE PAGE
Table 1: Regression of influence of online shopping on
customer satisfaction 34
Table 2: Regression of influence of influence of digital customer
support system on customer satisfaction 37
Table 3: Regression of influence of online payment schemes
on customer satisfaction 39
