Service Quality Dimensions and Customer Satisfaction: An Empirical Study of the Nigerian Online Business-to-Consumer (B2C) Firms

This study investigates the relationship between B2C online service quality and customer satisfaction among customers of B2C online business firms in Nigeria. A quantitative approach was applied utilizing a close-ended self- completion e-questionnaire based on a revised e-SERVQUAL model with seven dimensions of e-service quality, which include service user interface quality, perceived security, service information quality, perceived privacy, e-commerce personalization, e-commerce customer trust, and e-commerce pricing awareness. The study administered e-questionnaire with 7 major items and 32 sub-items using a five-point Likert scale to 385 respondents. Multiple Regression Analysis, ANOVA, and the Kruskal Wallis Test were employed for data analysis and hypotheses testing. The finding revealed that a) perceived e-service quality dimensions are significantly related to customer satisfaction in the Nigerian online B2C industry. b) no significant difference among components of e-service quality affecting Nigerian online B2C firms. c)no statistically significant difference in the perception of e-service quality dimensions among the customers of Nigerian online B2C firms. The Service information quality appeared as the most satisfying element of customer value in Nigeria’s online purchases as it compensates customers lack physical interaction with the product. Their purchasing decisions are largely influenced by the quality and clarity of the information presented to them. Overall, this research has established a high and positive correlation between the dimensions of service quality and customers' satisfaction of online B2C firms in Nigeria. It also recommended, among other recommendations, that online B2C firms in Nigeria should focus on quality-of-service information quality.