Dr Iweka Article on Online Shopping Strategies and Cutomers 2

Unidel Journal of Management Sciences (UJOMS) Volume 1 Issue 2.
December 2024. ISSN 1116-1809
Influence of Digital shopping strategies on customer satisfaction in retail industries in

Asaba Metropolis
1
Iweka, Andrew Ngozi, PhD, 2Boi, Lucky, 3Ossai, Theophilous Ossai
1,2&3
Department of Entrepreneurship and Business Innovation,
Faculty of Management Sciences,
University of Delta, Agbor, Delta State
Corresponding Author: [email protected]
Abstract
This study examined Influence of Digital shopping strategies on customer satisfaction on the
retail industry in Asaba. The aim of this study was to determine the relationship between
dimensions of Digital shopping strategies (online product searching and online payment)
(repeat patronage) as a measures of customer satisfaction in the retail industry. The study
adopted the descriptive survey research design blended with co relational studies. The
population of this study consisted of online shoppers in Asaba metropolis with sample size of
342online shoppers used for the study. . A structured questionnaire was used to obtain data
from the respondents. The data collected were presented and analyzed using percentage and
frequency analysis, mean and standard deviation, while the Spearman Rank Order
Correlation Coefficient was used to test the formulated hypotheses The findings revealed that
there is significant relationship between online product searching and customer satisfaction
.The study equally discovered a significant relationship between online payment and
customer satisfaction in the retail industry. Based on these findings, it was concluded that
online shopping strategies significantly relate to customer satisfaction in the retail industry in
Asaba metropolis, and this relationship is significantly moderated by technology. Based on
the conclusion, it was recommended that retail outlets in Asaba should take advantage of
modern technology and provide a platform that encourages online shopping as this would
enhance customer satisfaction.
Key Words: customer satisfaction, Shopping strategies, online payment, repeat patronage
1. Introduction
E- Commerce has grown exponentially in recent years. An e commerce transactions start
when the sellers advertise product on a website and customer shows acceptance, evaluate
the products’ features, apportion prices and delivery options, buy products of interest and
Published by Faculty of Management Sciences, University of Delta, Agbor

i
check out product feature (Mafakeng, 2021) Tailoring these products to specific markets
and targeted customers groups increase online retail sales volumes and reduce the cost for
updated information that customers access (Gupta,et al 2020)
Many retail outlets in Nigeria are struggling to satisfy their customers as Consumers are
interestingly demanding for a fast and more convenient shopping experience with particular
focus on online shopping. However, in order to meet the growing demand for a more
convenient shopping experience and increase customer satisfaction, retail outlets need to take
advantage of modern technology and create an online platform that encourages online
shopping. Thus, digital marketing can encourage companies to optimize the use of digital
platforms to increase interactions and their relationship with their customers (Putri and
Marlien, 2022: Ilyas et al, 2021: Bachri, et al, 2023)
Satisfying customers is the only way for retailers to retain their customers and ensure their
loyalty. Customer satisfaction can be measured using the customer expectation with the
performance of the products or services that can meet the requirement of the customer.
. Retail outlets such as supermarkets, superstores and shopping malls need to make customer
satisfaction their major priority in order to grow and survive
It is quite unfortunate that despite the availability of the internet and computer facilities in
Nigeria and the increasing number of internet and computers’ users across the country, many
retail outlets are yet to provide an online platform to facilitate online shopping hence the
volume of transactions between retail outlets and consumers is still very low. Retailers need
to take advantage of modern technology and create an online platform that will encourage
online shopping. By providing online shopping, customers will be able to search for products
online, place orders for products and make payment online. Although there is no empirical
evidence that justify the claim that online shopping strategy guarantees satisfaction, there is
need to examine the relationship between online shopping and customer satisfaction in the
context of retail industry in Asaba metropoli. It was observed that most of the studies

ii
conducted in online shopping and customer satisfaction did not moderate the relationship
between the two variables using technology such as internet and computer technology
Chen et al (2011) posited that consumers prefer online shopping because it is more
convenient, fast and provides maximum satisfaction. It is against this backdrop that this study
examines the relationship between online shopping strategies and customer satisfaction in the
retail industry in Asaba metropolis The study would be relevant to retailers in Asaba and the
environs especially those operating supermarkets, shopping malls, and superstores as it would
enlighten them on how online shopping strategies can help to increase and guarantee their
customer satisfaction.
Objectives of the Study

The aim of this study is to examine the relationship between online shopping strategies and
customer satisfaction in the retail industry in Asaba metropolis. To achieve this broad aim,
the study intends to accomplish the following objectives:
1. To examine the relationship between online product searching and repeat patronage of
Retail outlets
2. To determine the influence of online payment on repeat patronage of retail outlets.
3 To determine the extent to which the relationship between online shopping strategies and
customer satisfaction is being moderated by technology.
. Research Questions
The following research questions are raised to address the objectives of the study.
1.To what extent does online product searching relate to repeat patronage of retail outlets?
2.What is the extent of relationship between online product payment and repeat patronage of
retail outlets?
3.To what extent does technology moderates the relationship between online shopping
strategies and customer satisfaction in the retail industry?

iii
Research Hypotheses
The following hypotheses are formulated to guide this study:
Ho1: There is no significant relationship between online product searching and repeat
patronage of retail outlets
Ho2: There is no significant relationship between online payment and repeat patronage of
retail outlets
Ho3: The relationship between online shopping strategies and customer satisfaction in retail
industry is not moderated by technology.
2. Review of related literature

Conceptual Review
Online Product Searching
Searching for product online is one of the quickest way of finding a product and sealing up
deals for a product (Jayaprakash et al, 2016). Some local search engines provide help to
consumers to locate products offered by nearby stores. Consumers find product of interest by
searching among alternative vendors using a shopping search engine or by visiting the
websites of the retailers directly. Search engines, discovery shopping engines and online price
comparison services can be used to look for sellers of a particular product. Al Karim (2013)
stated that online shoppers use “search” features to find the specific brands or products of
online stores.
Once the product of interest has been found on the retailer’s website, the online retailer would
use shopping cart software to enable the buyer or consumer to assemble multiple products
and to adjust the quantities by filling a basket or shopping cart in a convenient store. After
assembling the product in a basket or shopping cart, a “checkout” process is conducted in
which payment and delivery information are collected. Purthi and Gupta (2017) posited that
some online stores requests customers to sign up or create for a permanent online account so

iv
that the retailer can enter all of the customer’s information once. An e-mail is then sent to the
customer by the retailer to confirm that the transaction is complete.
Online Payment
Once a consumer has found the product of interest and order for them online, the next step is
to make payment online. Online shoppers usually make payment for goods purchased online
using their credit card, debit card or PayPal account (Altarifi et al, 2015). However, some
online retailers require online shoppers to create accounts and pay by alternative means such
as billing to mobile phones and landlines, bit coin or other crypto currencies, cash on
delivery, cheque, use of debit card, direct debit in some countries, electronic money of
various types, gift cards, invoice, postal money, and wireless transfer/ delivery on payment.
Some online retail stores do not accept international credit card (Richa & Vadera, 2019)
while others require the billing and shipping address of customer to be in the same country as
the online store’ base of operation (Jayaprakash et al, 2016). Some online retail stores allow
customers from any country to send gifts as a means of payment. Rudansky (2014)stated that
the financial aspect of any transaction online may be processed in real time or done later to
complete the process.
Once an online retailer has accepted payment for goods, he or she deliver the products to the
customer’s designated address i.e. by public postal system or retail courier such as DHL,
FedEx, TNT, or UPS. In some cases, the retailer passes the order to the manufacturer of the
product or third-party distributor to ship the product directly to the customer to save money,
time and space. Sometimes, the customer uses locator software to select a local store where
the item should be delivered to and go to the selected location to pick up the product.
However, it should be noted that the methods of delivering products depend on the nature of
the product itself (Vasic et al, 2017).
Online payment has a number of advantages to retailers and shoppers. To retailers, accepting
online payment enables a retailer to sell its goods to the whole world. As a retailer selling

v
online, his product is available to more than just his own country, thereby increasing sales
and profit margin (Liu et al, 2008).
Concept of Customer Satisfaction:
Customer satisfaction is a personal feeling of either pleasure or disappointment resulting from
the evaluation as well as an emotion-based response to a service (Dhandabani in Uddin et al,
2014). This evaluation comes from the comparison of expected services with the services
actually received by the customer (Oliver, in Uddinet al, 2014). Similarly, Fornell in
Ogungbade (2015) defined satisfaction as an overall evaluation dependent on the total
purchase and consumption experience of the target product or service performance compared
with repurchase expectations over time. Customer satisfaction has been perceived as a key
determinant behind the customer’s decision to leave or stay with an organization (Thakur, in
Uddin et al, 2014)
Customer satisfaction can be measured using various criteria. However, in this study,
customer satisfaction is measured in terms of customer repeat patronage which is the
willingness and desire of a customer to re-patronize a particular product, service or
organization in future (Jere, et al, 2014). Panda (2013) defined repeat patronage as a
behaviour whereby a consumer repeatedly purchases his or her needs from a particular
company despite the fact that there are other companies rendering the same services. Kumar
(2016) described repeat patronage as the behaviour in which a customer frequently patronize
the products and services of a particular company without considering the products and
services offered by other competing organizations. Repeat patronage is a major indices used
to determine how well an organization is doing. When customer makes repeat patronage of
an organization, it is a sign that the organization is meeting his or her needs satisfactorily.
Concept of Technology
Technology can be defined as the system, machine, equipment, tool or device used by human
beings in the production of goods and services (Raharjo et al, 2018). Brain in Hauer (2017)

vi
defined technology as any tool, machine, weapon, communication device, gadgets,

instrument or system that is produced by people and used by them to perform task more
effectively and efficiency Technology plays important role in business operations.
Pannabecker (2015) stated that technology provides numerous benefits to business enterprises
irrespective of their size as it enables them to provide excellent services for their customers
and make more profit.
Before the introduction of technology, marketers usually advertise their products on
billboard, newspapers, jingles, etc. However, as technology emerges, the level at which
marketers use paper advert reduce drastically as social media and other internet connectivity
are now use for advertising products. Olasanmi (2019) noted that many people now have
access to the internet due to it being relatively cheaper and easier to access from anywhere in
the world. The internet is essentially a vital part of our everyday lives (Olasanmi, 2019).
The internet serves as a mediator between business firm and their customers as it provides
network connectivity that facilitates their smooth communication and interaction. The
internet makes it possible for customers to buy products from the retailer online. With the aid
of the internet, customers can search for products of different magnitude, select product
online, place order for product and make payment online (Swedan& Haddad, 2006) .Many
marketing activities such as relationship marketing, marketing research, data mining,
promotion and communication, supply chain management, sales and purchasing and after
sales support are now technology driven due to the increasing number of internet users
(O‟Connor& Galvin in Al Karim, 2013). With the aid of the internet, the companies can
demonstrate their products online, displaying its features and capability so as to entice
customers. Some smart retailers are using the internet to build a closer relationship with their
customers and suppliers. Apart from building a long lasting relationship with customers, the
internet enables consumers to learn more about a product, make order online and pay for the
product online without the leaving their comfort home.

vii
Computer Technology
Computer technology is very important in marketing activities. However, advances in
computer technology have brought about a change in the market environment. Consumers
need to learn how to use the new computer technology introduced so as to keep pace with the
changes in the business environment (Pannabecker, 2015). The introduction of computer
technology has brought about improvement in the retailing activities as this technology is
used to store data, record sales and engage in online shopping (Richa & Vadera, 2019). Al
Karim (2013) stated that computer technology can help to improves online shopping
activities.
Computer technology plays a vital role in retailing activities. Bagozzi et al in Rahimi et al
(2018) buttress this point when they stated that personal computers can help retailers to
process data faster, store files safely and retrieve file with ease.
Theoretical framework
The theory was based on the Technological Determinism Theory and Technology
Acceptance models.
Technological determinism theory was developed by American Sociologist, Thorstein Veblen
in 2001.. The theory is based on the ideology that technology determines the nature of any
given society. The technological determinism theory tries to explain the degree to which
technological factors influence human thoughts and action (Pannabecker,
2015).Technological determinism theory is very relevant in explaining online shopping
strategies in the retail sector. This theory explains how technology determines and influences
the way consumers do their shopping. The introduction of online shopping is driven by
technological breakthrough.
Technology Acceptance Model (TAM) was developed by Davis, Bagozzi and Warshaw in
1987. The Technology Acceptance Model (TAM) was developed to study the adoption of
new technology at the individual and organizational levels.

viii
The technology acceptance model is very useful in explaining the adoption of online
shopping strategies by consumers . We decided to use the technological acceptance model in
investigating online shopping adoption because the methodology is widely used to analyse
ones attitude towards intention to use new technologies since the act of shopping is a
behavioural act and online shopping is dependent on internet
Empirical Review
, Jayaprakash et al (2016) examines customer satisfaction towards online shopping in
PollachiTaluk. The study adopted the descriptive survey research design where data were
collected from 150 customers who are actively involved in online shopping in PollachiTaluk.
The data were collected with the aid of a structured questionnaire while percentage and
frequency analysis, and the chi-square were used for data analysis. The findings showed that
customers who are actively involved in online shopping are satisfied with online shopping.
The study equally revealed that convenience is the main reason while customers engage in
online shopping while risk perception is the major factor that prevents people from engaging
in online shopping.
Richaand Vadera (2019) examines the determinants of online shopping behaviour in India.
The researcher employed the descriptive survey research design where a structured
questionnaire was used to collect data from 288 male and female online shoppers in India.
The data collected were analyzed using the percentage and frequency tables while the
hypotheses were tested using factor analysis. The findings revealed that utilitarian attributes,
convenience, hedonic, freedom, intrusion and post purchase issues are the major determinants
of online shopping behaviour in India..
Purthi and Gupta(2017) determine the impact of online shopping on customer satisfaction in
Indian marketing. Their data were collected from 200 online shoppers in the rural areas of
Rajasthan. The researchers used a structured questionnaire to obtain data from the
respondents. The data collected were presented and analyzed using percentage and frequency

ix
tables, pie chart and bar chart. The findings showed that Indian consumers who are actively
involved in online shopping are satisfied with the e-shopping. The study also revealed that
Indian consumers have a positive perceptions and preference for online shopping.
Altarifiet al (2015) explored the determinants of e-shopping and its effect on consumer
purchasing decision in Jordan. Their study aimed at determining the influence of marketing,
cultural and technological determinants of e-shopping influence on consumer purchasing
decisions. The study adopted the cross sectional survey research design and used a structured
questionnaire to collect the data from 384 online shoppers selected randomly from the
shopping malls in Amama, the capital of Jordan. The data collected were analyzed
statistically using the percentage and frequency analysis, mean, standard deviation, while the
SPSS software program was used to test the hypotheses. The findings showed that marketing
determinants have insignificant influence on consumer purchasing decisions while cultural
and technological determinants of e-shopping had significant influence on consumer
purchasing decision.
Rudansky (2014) examines the factors influencing customer online buying satisfaction in
Gauteng, South Africa. The researcher adopted the descriptive survey research design and the
quantitative research approach. His data were collected from 159 online shoppers in Gauteng
with the aid of a structured questionnaire and personal interview which was conducted among
the respondents. The data collected were presented and analyzed using percentage and
frequency tables, mean and standard deviation while the hypotheses were tested using
exploratory factor analysis and regression analysis. The finding showed that convenience, on-
line delivery and saves time were the major reason for buying online. The study also
revealed that security, logistics, convenience, price experience and product variety are the
most important factors influencing customer online buying satisfaction.
.Gladson-Nwokah and Gladson-Nwokah (2016) examines the relationship between online
shopping experience and customer satisfaction in Nigeria. The researchers adopted the
descriptive survey research design and used a structured questionnaire to collect data from

x
the 200 online shoppers in Port Harcourt. The data collected were presented and analyzed
using frequency analysis while the hypotheses were tested using multiple regression analysis.
The findings revealed that the adoption of online shopping in Nigeria is rapidly increasing.
The study revealed that there is significant relationship between perceived time saved from
online shopping and customer satisfaction. The study also found a significant relationship
between perceived product variety and customer satisfaction. The study equally found a
significant relationship between perceived online shopping related risks and customer
satisfaction.
Vasic et al (2017) Determine the influence of online shopping determinants on customer
satisfaction in the Serbian market. The researchers used security, information availability,
shipping, quality, pricing, time as the determinants of online shopping and relate them to
customer satisfaction. The study adopted the descriptive survey research design and used a
structured questionnaire to gather data from 328 consumers who do online shopping in
Serbia. The data collected were analyzed using percentage and frequency tables, mean and
standard deviation while the hypotheses were tested using Confirmatory Factor Analysis and
Smart Partial Least Square (Smart PLS)software program. The findings revealed that
security, information availability, shipping, quality, pricing and time are the major
determinants of online shopping behaviour that influence customer satisfaction in Serbia.
Liu et al (2008) empirically explored online shopping customer satisfaction in China. The
aim of their study was to determine the factors influence Chinese customers’ online shooing
satisfaction. Their study adopted the survey research design and quantitative research
approach where a structured questionnaire was used to elicit data from 1,001 online
customers. The data collected were analyzed statistically while multiple regression analysis
was used to test the hypotheses. The findings revealed that information quality, web site
design, merchandise attributes, transaction capability, security/privacy, payment, delivery,
and customer service are strongly predictors of online shopping customer satisfaction, while
the effect of response time is not significant.

xi
Mumtaz et al (2011) examined customer satisfaction with online shopping in Malaysia. The
purpose of their study was to determine the factors that influencing customers’ intention and
satisfaction to shop online. Their data were collected from consumers in Perlis, Malaysia
including students in the university. The researchers used a structured questionnaire as their
main instrument for data collection. The data collected were analyzed statistically and the
results revealed that advertisement, brand, shopping experience, time saving and trust are the
major factors influencing customers’ intention and satisfaction to shop online.
Olasanmi (2019) explored online shopping and customers’ satisfaction in Lagos State,
Nigeria. Their study employed the descriptive survey research design and used a structured
questionnaire to obtain data from 354 consumers who have purchased an item online. The
data collected were analyzed using descriptive statistics as such as frequency counts while the
regression analysis was used to test the hypotheses. The findings showed that over 50% of the
consumers regularly engage in online shopping and the major reason for referring online
retail stores include convenience, availability of product information, availability of product
variety, and better prices than other offline retail outlets. The study also found a significant
relationship between goal setting and organizational effectiveness. The study also revealed
that online shopping has a significant relationship with customer satisfaction.
Research Methodology
This study adopted descriptive survey research design that offers valuable method for
gathering information about prevailing situation for the purpose of description and
interpretation We used a population of all the online shoppers in Asaba metropolis which is
unknown and we provided marginal estimate of 2363 Brian in( Nwankwo ,2013) drawn from
Asaba metropolis. A sample size OF 342 was determined using the Taro Yamene’s formula
.The simple random sampling technique was used to select the sample size from the study

xii
population. By adopting the simple sampling technique, it means that each of the
2,363online shoppers in Asaba Area have equal chance of being selected among the 342
respondents that were used for the study. The instrument used for data collection was a
structured questionnaire. 25 items of which item 1-5elicit information on online product
searching; item 6-10obtain information on online payment; item 11-15elicit information on
repeat patronage; item 16-20 obtain information on internet technology; while item 21-25
gather information on computer technology. The responses to the questionnaire items were
structured on a 5 point Likert-type rating scale which range from Great Extent (GE),
Considerable Extent (CE), Moderate Extent (ME), Slight Extent (SE) and Not at All (NA).
The response scales were assigned with numerical values such as Great Extent (5),
Considerable Extent (4), Moderate Extent (ME), Slight Extent (2), and Not at All (1).
.Data Analysis and Results

The data collected by the use of questionnaires were analyzed statistically and the analysis
covered the univariate, bivariate and multivariate analyses. The results of the analysis carried
out were presented and interpreted and used to provide answers to the research questions and
hypotheses
. Univariate Analysis
The data collected on the study variables were analyzed statistically. Here, the responses
received to the dimensions of online shopping (online product searching and online payment)
as measures of customer satisfaction ( repeat patronage) were analyzed using mean and
standard deviation. . The essence of the univariate analysis is to determine the extent of
practice of each variables by the respondents.

xiii
Table 4.1: Mean responses and standard deviation of male and female residents on the extent of
engaging in online product searching
Male Female Mean SD
Online Product Searching Set Set
S/No Items X1 SD1 X2 SD2 X1 X2 SD1SD2
1. I often search for product online. 2.79 0.88 2.67 0.76 2.73 0.82
2. I use the search engine to research for product
online. 2.81 0.93 2.62 0.79 2.71 0.86
3. I rely more on online reviews and product
testimonies during product search. 2.70 0.84 2.57 0.65 2.64 0.74
4. The testimonies and online reviews of products
increase my information base during product
searching and make comparison easier. 2.94 1.03 2.81 0.92 2.88 0.98
5. Searching for product online is more convenient
and time saving. 2.83 0.95 2.78 0.85 2.81 0.90
Grand Mean/SD 2.81 0.93 2.69 0.79 2.75 0.86
Source: Field Survey, 2024.
Table 4.1presents the mean responses and standard deviation of male and female online
shoppers on the extent to which they engage in online product searching. The table shows
that the mean responses of male and female online shoppers for each item listed in the table
are greater than the criterion mean of 2.50. The grand mean response of 2.81 and 2.67 for
male and female online shoppers respectively are equally greater than criterion mean of 2.50.
Therefore, we then accept that both male and female residents in Asaba metropolis engage in
online product searching to a great extent.
Table 4.2: Mean responses and standard deviation of male and female residents on the extent of
engaging in online payment
Male Female Mean SD
Online Product Ordering Set Set
11. I make most of my payment online. 2.75 0.86 2.88 0.97 2.82 0.92
12. I use my Naira debit card to pay for goods purchased
online. 2.87 0.96 2.81 0.92 2.84 0.94
13. I preferred online payment than cash payment. 2.73 0.85 2.66 0.79 2.70 0.82

xiv
14. Online payment is much safer, faster and more

convenient. 2.93 1.03 2.73 0.89 2.83 0.96
15. With online payment, I can purchase goods from any
part of the world and at any time. 2.82 0.95 2.86 0.96 2.84 0.96
Grand Mean/SD 2.82 0.93 2.78 0.90 2.81 0.92
Source: Field Survey, 2024
Table 4.9 shows the mean responses and standard deviation of male and female online
shoppers on the extent to which they engage in online payment. As observed in the table,
male and female online shoppers in Port Harcourt agreed with the items listed in the table
with their mean responses greater than the criterion mean of 2.50. The grand mean response
of 2.82 and 2.78 for male and female online shoppers respectively are greater than criterion
mean of 2.50. Hence, it is accepted that both male and female residents in engage in online
payment to a great extent.
Table 4.3: Mean responses and standard deviation of male and female residents on their extent
of repeat patronage of online retail outlets
Male Female Mean SD

Repeat Patronage Set Set
21. I repeatedly patronize those retail outlets that engage
in online retailing. 2.73 0.87 2.65 0.74 2.69 0.81
22. I repeatedly purchase product from those retail outlets
that make product information available online. 2.67 0.75 2.61 0.70 2.64 0.73
23. I re-patronize those retail outlets that have portals that
allow me to search for product online. 2.78 0.89 2.71 0.85 2.74 0.87
24. I repeatedly patronize those retail outlets that allow
me to place order for product online. 2.72 0.89 2.63 0.76 2.68 0.83
25. I re-patronize those retail outlets that accept online
payment. 2.82 0.94 2.69 0.80 2.76 0.87
Grand Mean/SD 2.79 0.91 2.70 0.82 2.74 0.87
Source: Field Survey, 2024

xv
Table 4.4 presents the mean responses and standard deviation of male and female online
shoppers on the extent to which they make repeat patronage of online retail outlets. The table
shows that the mean responses of male and female online shoppers for each item listed in the
table are greater than the criterion mean of 2.50. The grand mean response of 2.79 and 2.70
for male and female online shoppers respectively are equally greater than criterion mean of
2.50. Therefore, we then accept that both male and female online shoppers in Asaba
metropolis make repeat patronage of online retail outlets to a great extent.
Table 4.5: Mean responses and standard deviation of male and female online shoppers
on internet technology
Male Female Mean SD
Internet Technology Set Set
31. The arrival of internet technology has
made it possible for us to engage in online
shopping. 2.91 0.98 2.83 0.90 2.87 0.94
32. I am satisfied with the online shopping
activities facilitated by internet technology. 2.87 0.93 2.81 0.88 2.84 0.90
33. The emergence of internet technology has
improved the way we search for product. 2.94 1.04 2.86 0.92 2.90 0.98
34 The ordering, purchase and payment for
. goods electronically are made possible by
internet technology. 2.98 1.06 2.88 0.96 2.93 1.01
35. The advent of internet technology has
made it possible for us to do shopping in
the most convenient and safe way. 2.93 1.02 2.85 0.92 2.89 0.97
Grand Mean/SD 2.93 1.01 2.84 0.92 2.89 0.96
Table 4.5 presents the mean responses and standard deviation of male and female online
shoppers on the extent to which internet technology facilitate online shopping activities. The

xvi
table shows that both male and female online shoppers agreed to a great extent with the items
listed in the table with their mean responses greater than the criterion mean of 2.50. The
grand mean response of 2.93 and 2.84 for male and female online shoppers respectively are
equally greater than criterion mean of 2.50. Therefore, it is accepted that internet technology
facilitate online shopping activities to a great extent.
Table 4.6: Mean responses and standard deviation of male and female online shoppers
on computer technology
Male Female Mean SD
Computer Technology Set Set
36. The arrival of computer technology has
made it possible for me to engage in online
shopping. 2.95 1.06 2.91 1.00 2.93 1.03
37. I can now search for product online using
my computer system. 2.90 1.02 2.98 1.09 2.94 1.06
38. The advent of computer technology has
made it possible for me to place order for
product online. 2.82 0.94 2.94 1.03 2.88 0.98
39 With the introduction of computer
. technology, I can now record and store all
my transactions online. 2.97 1.06 2.93 1.04 2.95 1.05
40. All my transactions and payment made
online can now be kept intact with the aid
of my computer. 2.88 0.96 2.96 1.07 2.92 1.02
Grand Mean/SD 2.90 1.01 2.94 1.05 2.92 1.03
Table 4.6 shows the mean responses and standard deviation of male and female online
shoppers on the extent to which computer technology facilitate online shopping activities.
The table indicates that the mean responses of male and female online shoppers are greater

xvii
than the criterion mean of 2.50 which implies that both groups of respondents agreed with the
items listed in the table to a great extent. The grand mean score of 2.90 and 2.94 for male and
female online shoppers respectively are greater than criterion mean of 2.50. Hence, it is
accepted that computer technology facilitate online shopping to a great extent.
Bivariate Analysis
The bivariate analysis was carried out to determine the relationship between dimensions of
online shopping strategies (online product searching, online payment) and measures of
customer satisfaction ( repeat patronage ) in the retail industry.
Hypothesis 1
Ho1: There is no significant relationship between online product searching and repeat
patronage of retail outlets.
Table 4.7: Result of bivariate analysis between online product searching and repeat
patronage of retail outlets
Online Product Repeat
Searching Patronage
Spearman Online Product Correlation Coefficient 1.000 .403**
Rank (rho) Searching Sig. (2 tailed) . .001
N 242 242
Repeat Correlation Coefficient .403** 1.000
Patronage Sig. (2 tailed) .001 .
N 242 242
**Correlation is significant at 0.01 levels (2 tailed)
*Correlation is significant at 0.05 levels (2 tailed)
Source: SPSS-generated Output
Table 4.7 shows the result of the bivariate analysis between online product searching and
repeat patronage of retail outlets. The result indicates that online product searching is

xviii
moderately and positively correlated to repeat patronage of retail outlets(rho = .403**) and
the symbol ** signifies that this correlation is significant at 0.01 level. As a result of this, we
then reject the null hypothesis (Ho 2) and accept the alternate hypothesis which states that
there is moderate positive and significant relationship between online product searching and
repeat patronage of retail outlets.
Hypothesis 2
Ho2: There is no significant relationship between online payment and repeat patronage of
retail outlets.
Table 4 8: Result of bivariate analysis between online payment and repeat patronage of
retail outlets
Online Payment Repeat Patronage
Spearman Online Correlation Coefficient 1.000 .816**
Rank (rho) Payment Sig. (2 tailed) . .001
N 242 242
Repeat Correlation Coefficient .816** 1.000
Patronage Sig. (2 tailed) .001 .
N 242 242
**Correlation is significant at 0.01 levels (2 tailed)
*Correlation is significant at 0.05 levels (2 tailed)
Source: SPSS-generated Output
Table 4.8shows the result of the bivariate analysis carried out between online payment and
repeat patronage of retail outlets. The result shows that online payment has a strong positive
correlation with repeat patronage of retail outlets(rho = .816**) and this correlation is
significant at 0.01 level as indicated by the symbol **. Based on this result, the null
hypothesis (Ho8) is rejected and the alternate hypothesis is accepted. This means that we then

xix
accept that that there is strong, positive and significant relationship between online payment
and repeat patronage of retail outlets.
Bivariate Analysis
The bivariate analysis was carried out to determine the relationship between dimensions of
online shopping strategies (online product searching and online payment) and measures of (
repeat patronage ) in the retail industry. The Spearman Rank Order Correlation Coefficient
(rho) was used to perform the bivariate analysis as it concerns the variables in each of the
hypothesis.
There is no significant relationship between online payment and repeat patronage of retail
outlets.
Multivariate Analysis
The result of the moderated regression analysis carried out on the three variables (online
shopping, technology and customer satisfaction) is presented and interpreted. The moderated
regression analysis was used to test the moderating effect of technology on the relationship
between online shopping and customer satisfaction in the retail industry. This was done with
the aid of the SPSS software program version 23.0. The model summary is shown in table
4.24 below:
:Model Summary
Change Statistics
Adjusted Std. Error R
Model R R R of the Square F df1 df2 Sig. F
Square Square Estimate Change Change Change
1 .743a .647 .688 .655 64.265 3 5
4.35490 .000
2 .769b .722 .794 .568 21.443 1 4

xx
3.64329 .000
a. Predictors: (Constant), normal, online_ shopping _ strategies
b. Predictors: (Constant), normal, online_ shopping_ strategies_ oss_×_normal
Source: SPSS Generated Output 23.0
The result of the moderated regression analysis carried out technology as a moderator of the
relationship between online shopping strategies and customer satisfaction in the retail
industry. The result indicates that R Square Change value is .568 which implies 56.8%
increase in variation of the relationship between online shopping strategies and customer
satisfaction by adding technology variable; and this increase is statistically significant at 0.05
level, showing a significant moderating effect. Based on this result, we then reject the null
hypothesis and accept the alternate hypothesis. This means that we then accept that
technology significantly moderate the relationship between online shopping strategies and
customer satisfaction in the retail industry.
Results
Based on the results of the analysis carried out, the findings include:
 That, there is moderate positive and significant relationship between online product
searching and repeat patronage of retail outlets.
 That, there is strong, positive and significant relationship between online payment and
repeat patronage of retail outlets.
That, technology significantly moderate the relationship between online shopping
strategies and customer satisfaction in the retail industry.
Discussion of Findings
This study found a moderate positive and significant relationship between online product
searching and repeat patronage of retail outlets. This finding emanated from the result of the
bivariate analysis carried out on the two variables in the second hypothesis. The result
revealed that online product searching is moderately and positively correlated to repeat

xxi
patronage of retail outlets (rho = .403**) and this correlation is significant at 0.01 level. As a
result of this, we then rejected the null hypothesis (Ho2) and accepted the alternate hypothesis
which states that there is moderate positive and significant relationship between online
product searching and repeat patronage of retail outlets. This finding is in line with the
research conducted by Vasic et al (2017) which reported that customers are more likely to re-
patronage those retail outlets that provide a platform to facilitate online product searching.
A strong, positive and significant relationship was reported between online payment and
repeat patronage of retail outlets. The result of the bivariate analysis carried out on the two
variables in the second hypothesis showed that online payment has a strong positive
correlation with repeat patronage of retail outlets (rho = .816**) and this correlation is
significant at 0.01 level. Jayaprakash et al (2016) whose studies reported that online payment
system has a strong positive relationship with repeat patronage of retail outlets.
Finally, it was discovered that technology significantly moderates the relationship between
online shopping strategies and customer satisfaction in the retail industry. This finding was
deduced from the result of the multivariate analysis carried out on the three variables in the .
The result indicates that R Square Change value is .568 which implies 56.8% increase in
variation of the relationship between online shopping strategies and customer satisfaction by
adding technology variable; and this increase is statistically significant at 0.05 level, showing
a significant moderating effect.
Conclusions
Based on the results of the analysis carried out, it was confirmed that online shopping
strategies has a positive and significant relationship with customer satisfaction in the retail
industry in Asaba. The study further discovered a positive and significant relationship
between online payment and customer satisfaction ( repeat patronage ) in the retail industry.
Based on these findings, it was concluded that online shopping strategies significantly relate
to customer satisfaction in the retail industry in Asaba and this relationship is significantly
moderated by technology.

xxii
Recommendations
In line with the findings and conclusions, the following recommendations are provided:
1. That, retail outlets in Asaba especially those that are yet to practice online retailing
should integrate technology into their retailing operations as it would
2. That, retail outlet that are currently experiencing low customer patronage should
adopt online retailing strategy
3. That, retail outlets in Asaba should take advantage of modern technology and
practice online retailing
4. That, retail outlets in Asaba should provide a platform that allow consumers to search
for products online
5. That, retail outlets in should design an electronic system that would allow customers
to place order for their preferred products online so that they can access their
electronic retailing system with ease .
6. That, retail outlets in Asaba should design a system that will facilitate online payment
.
7. It is recommended that retail outlets in Asaba metropolis should take advantage of
modern technology and implement an online retailing
8.
References
1.Al Karim, R. (2013). Customer satisfaction in online shopping: A study into the reasons
for motivations and inhibitions. IOSR Journal of Business and
Management, 11 (6), 13-20.
2 .Altarifi, S., Al-Hawary, S.I.S. & Al-Sakkal, M.E.E. (2015).Determinants of e-

xxiii
shopping and its effect on consumer purchasing decision in Jordan.

International Journal of Business and Social Science, 6 (1), 176-185.
Bachri, S; Putra, S.M; Farid E.S,Dorman & Mayapada, A.G.(2023) The digital marketing
to influence customer satisfaction mediating by purchase decision: Journal
Aplikasi management, Vol 21 issue 3
4.Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of
information technology.MIS Quarterly, 13, 319-340.
https://doi.org/10.2307/249008
5.Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1987).Extrinsic and intrinsic motivation
to use computers in the workplace. Journal of Applied Social Psychology,
22,1111-1132.
https://doi.org/10.1111/j.1559-1816.1992.tb00945.
6.Gladson-Nwokah, N. & Gladson-Nwokah, J. (2016).Online shopping experience and

customer satisfaction in Nigeria. Journal of Economics and Sustainable Development, 7 (22),
176-185.
7.Hauer, T. (2017). Technological determinism and new media. International Journal of
English, Literature and Social Science, 2 (2), 1-4.
8.Ilyas, G.B; Munir, A.R;Tamsah, H; Mustapha, H & Yusriadi Y. (2021) The influence of Digital
marketing and customers perceived value through customer satisfaction on customer
loyalty: Journal of legal , Ethical and Regulatory Issues , 24 Pp1-14
9.
9..Jayaprakash, K., Mythili, B. & Ganeshkumar, K. (2016).Customer satisfaction towards

online shopping in PollachiTaluk. International Journal of Multidisciplinary Research and
Modern Education, 2(2), 514-520.

xxiv
10.Jere, M. G., Aderele, B. A. & Jere, A. (2014).Exploring factors that influence store
patronage amongstlow-income consumers in Cape Town, South Africa.
Mediterranean Journal of Social Sciences, 5(20), 152-162.
11.Kumar, P. (2016). Store decision criteria and patronage behaviour of retail consumers.
International Journal of Management Research & Review, 6 (12), 1692-
1702.
10.
12.Liu, X., He, M., Gao, F. &Xie, P. (2008). An empirical study of online shopping customer
satisfaction in China: A holistic perspective. International Journal of Retail &
Distribution Management, 36 (11), 19-940.
https://doi.org/10.1108/09590550810911683
11.
13.Mumtaz, H., Islam, M.A., Ariffin, K.H. &Karim, A. (2011).Customer satisfaction on online
shopping in Malaysia. International Journal of Business and Management, 6
(10), 165-
176.http://www.ccsenet.org/journal/index.php/ijbm/article/view/9553
14.Ogungbade, D. R. (2015).Exploring the relationship between relationship marketing,

relationship quality, and customer loyalty in Nigerian telecommunication
industry. Proceedings of the Second Middle East Conference on Global
Business, Economics, Finance and Banking. Retrieved from:
www.globalbizresearch.org .
12.
15.Olasanmi, O. (2019). Online shopping and customers’ satisfaction in Lagos State, Nigeria.
American Journal of Industrial and Business Management, 9 (1), 1446-1463.
doi: 10.4236/ajibm.2019.96095. .
13.

xxv
16 .Pannabecker, J.R. (2015). Technological impacts and determinism in technology

education: Alternate metaphors from social constructivism.
https://scholar.lib.vt.edu/ejournals
17.Putri, P.M. &Marlien R.A.(2022) Pengaruh Digital Marketing terhadap kuputusan perbelian online
Jesya: Journal Ekanomi Dans Ekanomi synuah ;5(1) Pp25-36
18.
19.
18. .Purthi, C.D. & Gupta, P. (2017).The impact of online shopping on customer satisfaction
in Indian Marketing. International Journal of Marketing & Financial
Management, 5 (5), 1–11.
19..Raharjo, A., Saefudin, Y. & Fidiyani, R. (2018).The influence of technology determinism in
forming criminal act of legislation.E3S Web of Conferences.EDP Sciences.
20.Richa, H. & Vadera, S. (2019). Determinants of online shopping behaviour in

India.International Journal of Recent Technology and Engineering, 8 (3), 3946-
3950.
21..Rudansky, S. (2014).Investigating factors influencing customer online buying satisfaction

in Gauteng, South Africa. International Business & Economics Research Journal,
13 (5), 1187-1198.
22.Uddin, R., Haque, E. & Bristy, J. F. (2014). Customer satisfaction of telecom industry in
Khulna City, Bangladesh.European Journal of Business and Management, 6(23), 87-
94.
23.Vasic, N., Kilibarda, M. &Kaurin, T. (2017).The influence of online shopping determinants

on customer satisfaction in the Serbian Market. Journal of Consumer
Behaviour, 5 (2), 186-199.

xxvi

xxvii

Dr Iweka Article on Online Shopping Strategies and Cutomers 2

Uploaded by

Copyright:

Available Formats

Dr Iweka Article on Online Shopping Strategies and Cutomers 2

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Dr Iweka Article on Online Shopping Strategies and Cutomers 2

Uploaded by

Copyright:

Available Formats

Unidel Journal of Management Sciences (UJOMS) Volume 1 Issue 2.

December 2024. ISSN 1116-1809

Influence of Digital shopping strategies on customer satisfaction in retail industries in

Corresponding Author: [email protected]

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

Objectives of the Study

Published by Faculty of Management Sciences, University of Delta, Agbor

2. Review of related literature

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

defined technology as any tool, machine, weapon, communication device, gadgets,

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

structured questionnaire. 25 items of which item 1-5elicit information on online product

searching; item 6-10obtain information on online payment; item 11-15elicit information on

.Data Analysis and Results

Published by Faculty of Management Sciences, University of Delta, Agbor

online product searching to a great extent.

Published by Faculty of Management Sciences, University of Delta, Agbor

14. Online payment is much safer, faster and more

payment to a great extent.

of repeat patronage of online retail outlets

Male Female Mean SD

Published by Faculty of Management Sciences, University of Delta, Agbor

metropolis make repeat patronage of online retail outlets to a great extent.

Published by Faculty of Management Sciences, University of Delta, Agbor

facilitate online shopping activities to a great extent.

Published by Faculty of Management Sciences, University of Delta, Agbor

accepted that computer technology facilitate online shopping to a great extent.

customer satisfaction ( repeat patronage ) in the retail industry.

patronage of retail outlets.

Published by Faculty of Management Sciences, University of Delta, Agbor

repeat patronage of retail outlets.

Published by Faculty of Management Sciences, University of Delta, Agbor

and repeat patronage of retail outlets.

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

shopping and its effect on consumer purchasing decision in Jordan.

6.Gladson-Nwokah, N. & Gladson-Nwokah, J. (2016).Online shopping experience and

9..Jayaprakash, K., Mythili, B. & Ganeshkumar, K. (2016).Customer satisfaction towards

Published by Faculty of Management Sciences, University of Delta, Agbor

14.Ogungbade, D. R. (2015).Exploring the relationship between relationship marketing,

Published by Faculty of Management Sciences, University of Delta, Agbor

16 .Pannabecker, J.R. (2015). Technological impacts and determinism in technology

20.Richa, H. & Vadera, S. (2019). Determinants of online shopping behaviour in

21..Rudansky, S. (2014).Investigating factors influencing customer online buying satisfaction

23.Vasic, N., Kilibarda, M. &Kaurin, T. (2017).The influence of online shopping determinants

Published by Faculty of Management Sciences, University of Delta, Agbor

Published by Faculty of Management Sciences, University of Delta, Agbor

You might also like