E-COMMERCE AND CONSUMER SATISFACTION

EVIDENCE FROM KATSINA STATE, NIGERIA

Abstract

The study examines the impact of Website Usability and Design (WUD), Product Information and Availability (PIA), and Pricing and Value for Money (PVM) on Consumer Satisfaction (CS) within the e-commerce sector in Katsina State, Nigeria. The research is motivated by the critical role of consumer satisfaction in driving business success, particularly in the context of e-commerce, which offers potential solutions to the challenges faced by traditional retail models in the region. Utilizing a survey-based, cross-sectional design, data were collected from 384 e-commerce consumers in Katsina State. The results reveal strong positive correlations between WUD, PIA, PVM, and CS, with PVM emerging as the most influential factor. The regression analysis further confirms that PVM, PIA, and WUD significantly contribute to consumer satisfaction, collectively explaining 92.4% of the variance in CS. The findings suggest that e-commerce businesses in Katsina State must prioritize competitive pricing, accurate product information, and user-friendly website design to enhance consumer satisfaction. These strategies are essential for improving customer loyalty, retention, and market competitiveness, there by contributing to the growth of Nigeria's e-commerce industry. This research offers valuable insights for e-commerce businesses, policymakers, and scholars, particularly in the context of developing regions like Northern Nigeria, where digital infrastructure and consumer needs are rapidly evolving.