E-SERVICE FULFILMENT AND CUSTOMER LOYALTY IN ONLINE SHOPPING IN NIGERIA: THE MODERATING ROLE OF AGE AND EDUCATION

Abstract

This study examined the moderating role of age and education in the relationship between e-service fulfillment and customer loyalty in the context of online shopping in Nigeria. Three hundred and fifty-three (353) Nigerian online shoppers participated and provided useful data through a structured questionnaire. Hierarchical regression analysis was employed to analyze the data, focusing on the interactions between e-service fulfillment, demographic variables (age and education), and customer loyalty. Findings indicate a significant positive relationship between e-service fulfillment and customer loyalty among Nigerian online shoppers. Age and education were found to moderate this relationship, with older consumers and those with higher education levels showing stronger preferences for reliable e-services. These results underscore the importance of considering demographic factors in designing e-commerce strategies to enhance customer loyalty. Recommendations include enhancing e-service fulfilment, segmenting marketing strategies, and prioritizing customer education and support to foster long-term customer loyalty in the Nigerian e-commerce landscape.