AEFUNAI JOURNAL OF ACCOUNTING, Alex-Ekwueme BUSINESS AND FINANCE (FJABAF) Federal University ISSN:2635-392X Ndufu-Alike Ikwo www.fujabf.org Ebonyi State Nigeria EFFECT OF ONLINE TRADE ON CUSTOMER'S SATISFACTION, EVIDENCE FROM JUMIA SALES IN KADUNA METROPOLIS 1Martha Onyaole Ogbole, 2Ahmad B Abdul-Qadir, 3Yusha'u I Ango, [email protected]; 07034585898 [email protected]; 08033142827 [email protected]; 08033111933 Department of Business Administration, Kaduna State University, Kaduna. ABSTRACT

The objective of the study is to understanding customers' satisfaction in online shopping while accessing the major reasons that motivates customer's processes of decision making as much as inhibition of online shopping using online survey and online marketing. A relevant challenge of online business is how they manage quality service, which holds a big significance to customer satisfaction. This work aims at exploring the online shopping experience and it is aimed at evaluating why consumers shop online as opposed to traditional shopping. To help analyze the understanding of this area, the research study is conducted so that more insight can be developed on customer satisfaction and what affects customer satisfaction during online shopping. This research adopted survey by questioners approach. Questioners was distributed (with exclusion of minors, infants and customers not resident in Kaduna metropolis) to gauge the intention. To measure customer satisfaction of online shoppers in Kaduna metropolis data from survey was analyzed with the help of SPSS software. The research conducted indicates that online survey has positively, strongly and significantly impacted on customer's satisfaction in jumia. The study concludes on the impact of online trade on customer's satisfaction and its significance from Jumia customers in kaduna metropolis, which was clear that online trade will dramatically change the way business operates with focus on the needs of the customer. Further research can be conducted on how the growing use of internet will affect further customer and their behavior towards satisfaction.

Keywords: Online trading, E-business, online shopping, E-commerce and Customer satisfaction.

INTRODUCTION physical/invisible goods and anything that Trading is a familiar term. . In Nigeria today, can be traded. Therefore, online trading a lot people have traded in their everyday may be seen as trading over the internet. life, without knowing it. Generally, when a Online trading is all the activities regarding person patronize a store, you exchange trade that are done using the internet, money for the goods of your interest. online shopping as a component of online Trading may be seen as exchange, which trading is mainly done to enhance could be goods with money exchange or customer satisfaction. Before now, people can be simply buying or purchasing go to the market to buy a single item. But something. As soon as internet was these days, you can just place your order developed, all those with trading interest, online and get it within few hours of order. was able to do it online. As time goes by, online shopping which Almost everything can be transacted happens to be a trading facility online is online, currencies, stocks, commodities, gradually gaining popularity, simply

20 FUNAI Journal of Accounting Business and Finance (FJABAF) because of its simplicity and the bounty issues to service. Zins (2001) states that services it provides. This has been made “loyalty on loyalty can be developed possible by the entrance of two electronic through high, level of customer networks systems namely e-commerce and satisfaction”. However, the effects of e-business. E-commerce is selling and customer satisfaction on loyalty are buying of goods around the web. Also, e- complex. Cyr (2008) also found that business is slightly different because it has “satisfaction with online trade is a key no limit to, commercial transactions. It factor in maintaining loyalty”. There are no provides other services, like Pure-play (i.e. c o m m o n d e f i n i t i o n o f c u s t o m e r any business with an existing electronic). satisfaction, business owners must An example of electronic (e-) commerce is continually understand and provide what online shopping, online banking, social the customers want. The development of networking,and online ticket booking. E- information technology and the internet is commerce is the major part of e-business, growing rapidly, and widely viewed as a key while e-business is the presence of the driving force to the increase in the use of conventional commerce, this are all the online trading services in the world in facility of online trading. general. The number one goal of every E-business is done at present to capture business activity is to meet the wants and maximum market. E-commerce website for needs of its customers at a satisfactory the last few years have emerged as a result peak of excellence. Every manager now of which the traditional commercial have the responsibility to always reconcile business market is vanishing, leaving the his profit-making activity with the customer Filp art, ebay and Amazon and so on. satisfaction objective. Even though a large Online shopping is a fast growing channel body of research is available online of trade that emerged as a result of the shopping, there is still a need for close relevant nature of the internet as a tool of examination on the acceptance of virtual information dissemination. Online shopping in specific region. While a study shopping is a dimension of e-commerce of this kind is important in both non- where consumers go to directly buy goods western and western economics, it seems or services from a seller in good time, more important in a non-western economy without any hindrance over the internet. like Nigeria were technical advancement Another name for online shopping can be e- skill remains largely connected. The retail (electronic tail) or even e-shopping. central objective of this research find out The online retailing largest corporations weather, online trade affects customer are Alibaba, Amazon.com and eBay. As far satisfaction of Jumia sales in Kaduna as Nigeria is concerned, some of the best Metropolis. online shopping stores in the terms of Specifically, the study will find out; services, excellence, coverage and i. Does online marketing influence popularity and in order of fastest growing customer's satisfaction of Jumia online industries are, Jumia, Konga, Slot, sales in Kaduna perceived state Parktel online, Kara.com.ng, Dealdey, metropolis? Kaymu, Mystore, Taafoo and Buyright. ii. To what extent does online survey Customer's satisfaction is a degree of affects customer satisfaction of contentment provided by goods/services of Jumia sales in Kaduna metropolis? a company as evaluated by the frequent In line with the objective of the study the number of consistent customers. following hypothesis has been formulated Customer satisfaction is increasingly in null form. recognized as a main pillar for success in Ho1: Online marketing has no significant the business environment and also key impact on the customer's satisfaction

21 Effect of Online Trade on Customer's Satisfaction, Evidence from Jumia Sales in Kaduna Metropolis

of Jumia sales in Kaduna Metropolis. intelligent purchasing decision in a way Ho2: Online survey has no significant which is not possible through traditional impact on the customer satisfaction shopping” (Brown et al., 2003). Moreover, of Jumia sales in Kaduna Metropolis. “they can conveniently purchase more when it comes to products that are LITERATURE REVIEW personal, that they may perceive The recent investigation of the uncomfortable to buying in stores” effectiveness of online trade on customs (Monsuwe et al., 2004). Brown et al., (2003) satisfaction has produced many literature observed that 'routine task like shopping that used difference samples, covered for groceries have become easier for many time – periods and revealed different customers who do not like crowds and results. The nature of the Nigerian online driving the trolley around the store”. trade particularly, the retail industry is one The customer perception of their that has significantly evolved over the experience when shop online is also a point years, moving gradually from the to be noted. When expectations exceeds a traditional to more modern system. Nigeria customer's experience, there are high is not alien to the concept either, even chances that they will become loyal though the country is still struggling to get towards that particular online shop. “The it right. Online shopping not in Nigeria satisfaction is based on how fulfilling the alone but in the world over, is the new trend. experience was and how smooth the Some Nigeria stores are really doing well, transaction was and the case of putting up hard work to gain the trust of transaction” (Chen & Change, 2003). Zhou Nigerians, and also be among the fastest et al., (2007) in Andre, (2011) also stated growing industries in the world. Shopping “the online shoppers perception will vary this days have become a hubby of its own.” depending on the type of product because It is also a way to escape the busy world and the risk factors are different from each forget about the troubles in our daily lives” other” (Liu &Forstthe, 2010). Studies by (Ozen and Engizek, 2014). According to O g u n t u n d e a n d O y e y i p o ( 2 0 1 2 ) , Arnold and Reynolds (2013), in Alturas “underscores that the most important (2004)”hedonic incentives can be noticed issues facing e-commerce in Nigeria when customers feel emotionally attached originate from a lack of trust from the to the experience of shopping on the buying public”. “Online merchant go to internet”. People like that are seen as extra mile to confirm orders delivering time impulsive buyers. “Motivation for shopping and delivery location by phone” (Odutola, online is an important factor to consider 2013). A number of customers do not shop when analyzing the shopping online online because they perceive traditional experience” (Swart man & Chin, 2004). The shopping as being soothing and fun. “It role of a trader online is to make available a improves their mood and turns into a social conducive environment for customers to activity which they can do with their friend” for a positive shopping experience (Pentina (Liu el at. , 2013). Overall, consumers are et.al, 2011). not freely accepting the concept of online Gunn et al (2002), “online shopping is shopping and this phenomenon is effective and efficient in meeting the continuously growing. However, “it should customer's wants and needs”. It allows the also be noted that traditional shopping is customers to easily attain knowledge still equally relevant to the relating about the available prices/product business” (Watson et al., 2002). specifications, product brand quality, and compare that with those on another brand. “This means they can now make more

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PROFILE OF ONLINE TRADE IN 300,000 daily.Jumia gradually captured the NIGERIA Nigerian attention as one of the first online Starting with the international online store, stores. Jumia is unique for having almost e-commerce begin with two organizations. everything you may want to purchase. Amazon.com, Inc. by Jeff Bazos in 1994 and Jumia has an endless list that offers special eBay Inc. by Pierre Omidyar in 1995 as the discount and promotions from time to time. early leaders of the e-commerce industry K o n g a : O n t h e s p e e d l a n e o f (slide share, 2011). Since then, both of them JumiacameKonga. Konga was founded in have now become Icons of the present July 2012 by SimShagaya who is also the economy. founder of Dealsdey, his vision for Konga is The Nigerian retail industry is one that has to become the engine of trade and evolved significantly over the years, commerce in Africa. Konga has really moving gradually from traditional to worked hard to remain at the fore front of e- modern system. If Nigeria is “Africa's trading in Nigeria. Slot: Is a Nigerian brand India?, it is for the size of the market. This is known for their specialization in computer, 170 millions people now a prediction of mobile phones and other related gargets. 440m by 2015. Therefore Nigerians are not They were selling offline for some time alien to the concept of online trade even before they took a smart move to make their though it is still struggling to stand on its product available to their customers online feet. The number one priority of every trade as well. (slotlimited.com). Parktel online: is activity is to meet the demand of its another fast racing online shopping in customer at a level of utility. Manager are Nigeria. You can buy tablets, accessories therefore compelled to satisfy consumer and any mobile phone you want. objectives by always reconciling his profit Kara.com.ng; they are expert in the sale of making activity. We can now see that the home appliances/electronics. If you need caveat emptor or "buyers beware? era is to buy stuff like generator set, television, past and the caveat venditor or "seller DVD's home lightly products or even beware? era now holds way. Sellers beware automobiles, Kara .com.ng is the place to of what? Seller beware of consumers go. Dealdey: they are with a sweet diverse, changing and sometimes erratic difference. It's not just your conventional needs and which have to be met at the online store, if you're looking to buy cheap highest level of satisfaction (Kotler& item here in Nigeria, then you should visit Armstrong 2010). Dealdey. Online trade has enabled the creation of Others of the Alexa traffic ranking leading internet electronic-hosted market that on number seven is Kaymu, you can visit provides opportunities for business to using Kayamu.com.ng, the next is my store consumers, and business to business (Mystore.com.ng) also unique for its gift exchange of goods and service linking vast items and a special way of sending gift geographical location in Nigeria according directly to recipient using their delivery to order of best rated by Alexa traffic Rank services. The next is Taafoo which existed Jumia is Nigeria's largest e-commerce before Konga and Jumia. Actually the 1st retailer owned by African internet group online retail store in Nigeria but specializes along with Kaymu, Carmudi, Lamnudi, strictly on fashion items. The tenth on the Hellofood and Jarago. rank is Buy right. It is an online with a Jumia was created 2012 in May, with an difference. It specializes in selling heavy investment from Milicom, Rocket internet duty items like inverter, stabilizers, and MTN. The Jumia Handle deliveries to batteries and other related items. all the 36 Nigerian state and employs over (buyright.biz) 1500 Nigerians, with web visitors of over

23 Effect of Online Trade on Customer's Satisfaction, Evidence from Jumia Sales in Kaduna Metropolis

KADUNA STATE NIGERIA AND full trust and full customer's confidence in ONLINE TRADE them. The Kaduna pick up station is Online trading to Nigeria and other located at No. 3 Suleiman crescent off developing country is still a new concept, a l k a l i r o a d , A n g w a r R i m i ( G R A ) even though it has been around for some AngwanRimi, Close to the SCOA and shop time. (Aghaunor and Foloh, (2006) in Bassy L49, Mangal Plaza, Yakubu Gowon way 2014). Following the worldwide trend of Kaduna. Jumia is part of Africa's internet online trade, not everyone in Kaduna state Group, a top ranked business, specialized have tapped into the opportunity presented in e-commerce with skilled supervisor by the online trade. regarding the daily activities of sales Few parts of Kaduna state may portray the representative with the responsibility of looks of an ancient enclave, but over the using mail or phone to promote and sell a years it has evolved to be Nigeria product. cosmopolitan states. It can arguably be ranked alongside cities like kano, Port JUMIA ONLINE SHOPPING IN Harcourt and Lagos which some Nigeria KADUNA NIGERIA AND CUSTOMERS regard as the big 3. Kaduna state seat in SATISFACTION northwest Nigeria with 23 local Jeremy Hodara and his co-founder government area and a population of SachaPoignonne founded Jumia in 2012. It 6,066,562. The state was created on May remains one of Nigerians largest shopping 27.1967. The focus is on customer online stores with over 50,000 products in satisfaction and Kaduna metropolis was different stock in over 30 categories of chosen because it is located in the heart of retail. Over 300,000 people visit their Kaduna State and it has a political websites daily, making it rank among the significance as the state is the former most visited sites in Nigeria. The product administrative headquarters of the north offering are carefully tailored towards the during the colonial master's era (galleria Nigerian customer is recognized as one of Media Limited, 2004). The state have the best online shopping sites partly witnessed enormous business activities because of innovate approach to e- and service conducted online. The people commerce and relentless commitment to go online to buy and sell goods and customer satisfaction. It is rapidly services and much transaction cannot be becoming a household name in Nigeria with its main rival being Konga. Jumia's completed without internet technology. aim is to offer Nigerian consumer an The internet contains more information experience that is convenient, safe, than the world's largest libraries shopping consistent, and almost the best. (Emeagrali, 2000). You may be wondering why you should Online trade with the help of internet patronize Jumia, but the actual question service has reduced the world into a global should be why waste your time with other village which makes it look as if everybody shopping means. Jumia gives a wonderful is in the same place at a particularly set shopping experience. They provide a large time. Since electronic trade is open to assortment of amazing product with great everyone, it leaves its customer to find a quality, all at the best price you can find in fertile ground in the situation. Online Kaduna /Nigeria. It's an easy, convenient shopping has far grown above expectation and fast way to shop. Online shopping has in Kaduna, many people choose to a control system that leaves power at your purchase all their items via online market fingertips, thereby making it style of service such as Jumia. Jumia also gives room for transparent by empowering the consumer. pick up at doorsteps or Jumia pickup It is efficient in getting information and by stations thereby ensuring their buyer gain

24 FUNAI Journal of Accounting Business and Finance (FJABAF) trading online, you have the ability to react THEORETICAL FRAMEWORK quickly and take advantages of Theory has a way of playing important roles opportunities in the process. Some of its on empirical research. Over time, the disadvantages are inability to operate a discussion between empirical analysis and system without expertise knowledge; theory helps our understanding of diverse people are too busy doing other things interest. This section will discuss the thereby not having time to do their theories and their application to e- individual analysis, and the informal nature shopping. of it. Reason why consumers chose the online includes: 24 hour convenience, the T H E O R I E S O F C U S T O M E R ease to compare price, free shopping offer, SATISFACTION no crowds like in the mall/ traditional Assimilation theory: Based on Festiger's stores, convenient to do more shopping (1957) in Izogo (2012) dissonance theory: online, easy to locate items online than The theory posits that customers make stores, better display online, no tax on sale, some kind of cognitive comparison direct shopping to recipients and the ease between expectations about the perceived to compare product. Jumia has also gain performance of the goods. Peyton et al it's recognition with a well repute after sale (2003) argues that, “Assimilation theory services. has a gap it's believe that, there is a relationship between expectation and F A C T O R S T H AT D E T E R M I N E satisfaction but does not explain how CUSTOMER SATISFACTION disconfirmation of what is expected leads There are positive efficient quality on customer's e-commerce satisfaction to either dissatisfaction or satisfaction”. towards shopping online. (Jung-Hwan What this means is that dissatisfaction is &Chunghs, 2010). Liu et al (2008) they likely not to occur unless the evaluative argued that information quality, website, processes will start with negative internet transaction, payment, delivery and consumers' expectations. customer service are strong predictors of Equity theory: is built upon the argument customers satisfaction in the online that a "man's reward in exchange with shopping environment. Delivery problem is others should be proportional to his a very common problems existing in the colleagues in militancy administration. The online shopping environment and has theory is also based on the idea that direct impact on shopping and customer individuals are motivated by fairness, and if satisfaction. A delay in delivery has its they identify inequity in the input or output negative impact on satisfaction. Also, it is ratio of themselves and their referent revealed through the same study that a groups, they will seek to adjust their input whole range of merchandise variety and to reach their perceived equity Adams comparatively low price will have positive (1963) in Redmod (2010). More so, the effect on customer satisfaction in the theory of equity suggests that, the online shopping environment. Another participant's ratio of outcomes to inputs major factor that enhance customer should be constant across exchange. The satisfaction is the making of accurate researcher adopted the Equity theory information about a product and quality because it reveals relevance to the available on e-commerce website. measurement of customer's satisfaction. Therefore, through a broad review of literature on satisfaction of customers AN ANALYSIS OF THE USE OF through online shopping, it is quite clear INTERNET that customer satisfaction is dependent on The use of the internet involves different many factors. kind of people participating in it

25 Effect of Online Trade on Customer's Satisfaction, Evidence from Jumia Sales in Kaduna Metropolis

(Siekpe&kamssu, 2005). Currently, as information upon convenience, ease and browsing and interacting with the web speed. Ziff-Davice (2000) maintains that, a continuously improves, the internet is now customer's concept of the internet is highly a viable channel for marketers and many raised on the sensitivity of fast or instant businesses see it to be indispensable in customer ser vice. Therefore, the order to remain competitive in today's importance of customer satisfaction is to economy (Siekpe&Kamssu, 2005). achieve good financial performance in According to Jere and Davis (2011), the service in the physical, and can be lost if internet has a distinctive feature that sets it unable to access a website or if the apart from traditional media. In order experience proves unsatisfactory. It is clear words the existence of virtual market place that e-commerce will dramatically change facilitates the link between consumers with the way business operates with large – a wide range of product choices in a scale changes, requiring a similarly focus nonlinear fashion. Entrepreneur and on the needs of the customer. practitioners of online business, however, remain nostalgic for more empirical METHODOLOGY context – specific insight with regards to The research designs used in this study is the online business environment (Ellison, survey research design which is common 2010). More specifically, only a crude to social and business research. The data understanding exist about things that were sourced using questionnaires that motivates customers to shop online from were administered to respondent with online shopping site as knowledge of these intention of capturing customers who can motivational point embracing the factors of use the internet and give adequate interacting remains in scarcity. information, and were completed by oral interviews. The population of the study V I T U A L O R G A N I S AT I O N A N D comprised all adult customers from the age CUSTOMER SATISFACTION of 18 in Kaduna for a period of Jan to Digital economy was introduced by August 2016. This age range cut across trending internet technology upon virtual students, civil servants traders, public field. Cox and Dale (2001) argue that, the servants, teachers, private workers etc. and competitive nature of e-business or e- excludes infant (minors) customers not enterprise has also shifted alongside with resident in Kaduna metropolis. A total its staff and the satisfactory expectation of number of 400 people from Kaduna its consumers to ascertain success at its metropolis patronizing Jumia participated peak. In another study, Survey done by in the survey. The value of 75 respondents another source (For instance, Active media was gotten using Taro Yamane's (1960) research LLC, 2000: PR Newswire, 2000) it sample size formula. shows that internet medium growth and that of e-commerce are speedily moving VARIABLE MEASUREMENT the progress of global scale. Caruso (2000) report that, “IT and business executive from Variable Pr oxy(ices) Measurement all industries surveyed in the information Growth in potential, Reduce expenses, Elegant communications, Better control, Online Marketing and business week survey agree that Improvedcustomer services, Competitive Online and advantage. generating new source of income is not the Trading and Online survey. Faster, cheaper, more accurate, easy to use major objective of e- business for participants, easy to use for researchers, more honest. applications”. Ody (2000) emphasis view is Customer that, the reason most people patronize the satisfaction Customer Consistency of patronage expectation internet is because they believe they will buy product/ser vice or even get

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PROXIES FOR MEASURING ONLINE stages of creating, distributing, promoting TRADING and pricing products for targeted customer Beside internet quality dimensions of the in activities emerged to market goods and major thing to consider is that of the service via the internet. Therefore online customer satisfaction two main methods marketing provides a shopping exercise are identified to evaluate customer similarly to the traditional bricks and a satisfaction, namely online marketing and number of store. online survey. This qualitative method in, measuring contentment of customers lead MODEL SPECIFICATION to the data base of Jumia operations. These The model to examine the hypotheses of regards the online marketing of setting the study CSI =Bo + B1 05 + B2 Om + U1 powerful tools and methodologies used for Where: CSI= Customer Satisfaction Index promoting products and services through OS = Online Survey the internet, which includes a large OM= Online Marketing marketing elements range than the BO = constant or Intercept traditional marketing business due to the B1-B2= coefficient of independent extra route and available marketing variables mechanisms on the internet. Secondly, it U,= Error term. focuses online survey of questionnaire that the target audience can complete over the RESULT AND DISCUSSION internet. Online survey is created as a web, This section deals with the presentation of with statistical software for analysis and result, analysis and interpretation of the database to store answers. data collected from the purpose of testing the model used in this study also, findings ONLINE SURVEY were discussed and policy implications Online survey is efficient in gathering of from the findings were also drawn data. Gunn (2000) suggest that" web page Table 4.1 Regression Result design expertise/computer programming skills unlike other survey plays an Variables Coefficient T- statistics P- values important role in designing a web based survey. However, researchers must be Constant 0.400 3.104 0.03 aware that there are additional Os 0.283 1.320 0.00 consideration associated as part of survey OM 0.183 1.272 0.02 development and distribution processes (Strachota et al, 2005). Schonlau, Fricker and Elioh (2001) not that "Sampling error Table 4.2 Model Summary issues with internet surveys are generally Model R R Square Adjusted Std Error R Square F Change Square of the Est Change the same as those with conventional 1 0.14 7 0.217 0.183 0.49909 0.000 27.634 surveys”. Online based survey will result in df1 df2 Sig. F. Durbin a more honest feedback than in the Change Watson evaluation of related topics in traditional 1 73 0.001 1.735 survey. The cumulative R square (0.217) which is ONLINE MARKETING the multiple coefficient of determination Today, online marketing is defined as the gare the proportion of the total Variation in internet use of a virtual store, from where the dependent variable explained by the goods are directly sold to customers (kiang independent variable jointly. Hence, It et al. 2000). Pride et al (2007) opines that signifies that 22% of the total variation in online marketing includes a strategic customer satisfaction of jumia customers

27 Effect of Online Trade on Customer's Satisfaction, Evidence from Jumia Sales in Kaduna Metropolis was caused by online survey and online significant value of 0.002. This shows marketing. that online Marketing has a positive and The F- statistics which is significant at one significant influence on customer percent indicated that the customer satisfaction in Jumia. This is in line with satisfaction and online loading model is my Prior expectation and this implies well fitted. This indicates that the that for every proportionate increase is independent variables are properly online marketing in Jumia, The selected combined and used. This implies customer's satisfaction will increase by that for any changes in online loading of its coefficient value of 0.183. This result Jumia; their customer's satisfaction will be may be as a result of the fact that online directly affected. The Durbin Watson marketing creates more awareness to Statistics of 1.735 shows that there is the Customers. Owing to the above absence of negative serial correlation and outcome reported as regards online will not cause a problem, to the validity of marketing showing that the visible is statistical inferences Devisable from the statistically significant in influencing findings of the result of the study. customers satisfaction, this therefore i. Online survey and customers provides an evidence of rejecting null satisfaction: hypothesis 2 of the study. This finding is The regression result reveals that online in line with Oguntunde and Oyoyipo survey as depicted in 4.1 have t-value of (2012) but contrary to those of Watson et 1.320 and a coefficient of 0.28 which is al. (2002) and Boownet at (2003) significant at 1%. This indicates that online survey has positively, strongly C O N C L U S I O N A N D and significantly impacted on RECOMMENDATIONS customer's satisfaction in Jumia. Also, On the overall, the study concludes that this implies that for every one percent online trading has significantly (1%) proportionate increase in online impacted on the satisfaction of Jumia survey of Jumia sales, the customer Customers in Kaduna Metropolis. satisfaction will increase by 0.28. With Therefore, the importance of customer this customers confidence/satisfaction satisfaction is to achieve good financial will increase as expected by Jumia. performance in service in the physical, In line with the above result reported as and can be lost if unable to access a regards online survey, It showed that website or if the experience proves the variable is statistically significant in u n s a t i s f a c t o r y. T h e f o l l o w i n g influencing customer satisfaction, This recommendation were made; therefore, provides an evidence of i. Online trading system creates an rejecting null hypothesis one of the opportunity for traders to do their study. This finding is in line with the business for 24 hours a day which is studies of Ozen and Engizek (2004), easy for customers. Therefore, Jumia is Swartman and Chin (2004) Grewal et expected to take its customers into al(2002), Liu and Forsythe(2010) While confidence as regards online survey as other researchers, such as hedonic it significantly has a great influence on (2004), Andre (2011) and Odutola (2013) its customer satisfaction. were in not agreement with our ii. If conventional intermediary business findings. having good location, large work force, ii. Online Marketing and Customer and Sufficient physical support gains a Satisfaction: competitive advantage. The case is Online marketing has a T- value of 1.272 different for online transaction and a beta Coefficient of 0.183 with a providers. Because there are no

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boundary barriers, a decrease in the Brown, M., Pope, N. &Voges, K., 2003. need for face to face interactions, Buying or browsing?: An exploration physical systems enough to support the of shopping orientation and online website, smaller business can survive purchase intention. European Journal just as easily as bigger companies of marketing. 37(11/12), pp. 1666-84 within the electronic commerce Caruso R. and Schindler P.S. (2000), industry. People are usually scared of Business Research Methods, Eight what they don't know, but with a little Edition; ISBN; 0-07-249870-6; awareness and some level of trust, upon McGraw-Hill higher Education. customer service, the fear of the Chen, S.J. & Cheng, T.Z, 2003. A descriptive unknown is deleted and business model of online shopping process: strength will wax of trust and utmost some empirical results. International satisfaction. J o u r n a l o f s e r v i c e i n d u s t r y iii. Trading through the internet is more management, 14(5), pp. 556-69. direct than phone calls or gatherings Chiders, Terry L., Christopher L..Carr,Joann the market place. From the findings on Peck, and Stephen Carson (2001). the online marketing, to meet Hedonic and Utilitarian motivation for expectations, Jumia needs to spread o n l i n e r e a c t s h o p p i n g more wings across the geographical behaviour.Journal of Retailing, 77, 511- scope and enlighten all stakeholders 535 especially those for further studies of its Cox, J. and Dale, (2001) " service quality and benefits and satisfaction it can provide ecommerce: An exploratory analysis, to her customers.. managing service quality; Vol. 11. No. 2 pp. 121-131. Managing service REFERENCE Alturas, B. (2004). In home shopping Quality. t h r o u g h i n t e r n e t : c o n s u m e r Cyr,A. (2001) modelling Website Design satisfaction and perceived risk. Access Cultures: Relationship to trust R e t r i e v e d f r o m satisfaction and E-loyalty, Journal of h t t p : / / w w w. a c a d e m i c . e d u / 2 Management information Systems, 983921/in-home shopping through Vol.24, 4:47-72. internet. Dunt, E.S. and Harper, I.R. (2002), “E- Andre del Wall, and PaulJansen. (2011). commerce and the Australian The bonus as hygion factor: the role of Economy?, The Economy Record, reward systems in the high Vol.78 No. 242, pp. 327-342 performance organization”. Evidence- Ellison, S.K.W. (2010) Need for more based HRM: a global forum for updated & empirical research online empirical scholarship, vol. 1 issue: 1, s h o p p i n g , R e t r i e v e d f r o m p p . 4 1 - 5 9 , http://www.infotechonline.sglarticles https://doi.org/10.1108/204939813113 /9/11/198989.htm 18601 Fan, M., Stallaert J, Zhang W.B., Yao C.P. Ann, Tony, SeewanRyu and Ingoo Han and Whinstone, A.B. (2000) "The (2004).The impact of the online and internet and the future of financial offline features on the easier markets? Communication of the ACM acceptance of internet shopping Vol. 43, No.11, page 82-88. malls.Electronic Commerce Research Feclikova, I . (2004) " An index method for and Application, 3(4),405-420 m e a s u r e m e n t o f c u s t o m e r Brian Francis Redmond (2010) satisfaction. The TQM magazines, Vol. https://wikispaces.psu.edu/pages/viewpa 16, No.1 pp.57-66 ge.action?pageId=52925623

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30 FUNAI Journal of Accounting Business and Finance (FJABAF)

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