The marketplace isn’t the same as it was in the past (Kotler, 2000, pp.14). According to Kotler’s explanation, changes in the market are caused by several causes, such as the progression of technology, globalization, and deregulatory policies, and these forces led to the emergence of new behaviors and issues. An rise in consumer expectation for a better level of service delivery is one of the behavioral shifts that have taken place recently.
Electronic commerce, often known as e-commerce, has aided in the development of new marketing methods and business models across a variety of sectors in emerging nations, including Nigeria. The introduction of online shopping has caused significant shifts in the product retailing industry, particularly in terms of channel development and coordination, business scope redefinition, the development of the fulfillment center model and core processes, new ways of creating value for customers, online partnerships, and overall customer satisfaction. In point of fact, the function of internet marketing in Nigeria has been subjected to a number of important shifts over the course of the last few years (Irene 2004). Over the course of the last few years, the electronic commerce subsector of the retail market in Nigeria has seen phenomenal expansion in terms of its involvement in the country’s economy. According to Johnson (2012), over one hundred companies, both domestic and international, have shown a higher interest in the market, which is estimated to be worth more than fifty billion dollars yearly. There is no question that the sector has made opportunities available to the next generation of young businesspeople in Nigeria. There is no question that the rise of the electronic commerce sector has contributed to an increase in both the use of local capacity and the proportion of locally produced goods and services.
According to Ayo, Adewoye, and Oni (2011), the use of Jumia e-commerce in Nigerian business organizations has increased as a result of the rise in the percentage of Nigerians who use the internet, which has increased from 0.1 percent of the population in the year 2000 to 49.5 percent of the population in 2019, and still has the potential to rise even further. Tunde (2014) also pointed out that the growth of the internet retail business in Nigeria has had a significant effect on the economy of the country. In a similar vein, Mary-Anne (2008) asserted that e-commerce has provided a level playing ground for large businesses, as well as small and medium-scale enterprises (SMEs), to operate in the global market-place; and for regional businesses and communities to participate in social, economic, and cultural networks that seamlessly cross international boundaries. E-commerce, or electronic commerce, is the practice of buying, selling, and marketing products and services to clients via the use of communications technology, most notably the internet. The Internet has caused a fundamental shift in national economies, which were previously isolated from one another due to barriers to cross-border trade and investment; isolation due to geographic distance, time zone differences, and language barriers; and isolation due to national differences in government regulations, culture, and business systems (Mohammad, 2004).
It is possible to say that a client is happy when the items and/or services provided live up to the standards set by the consumer. Trust, which may be defined as the conviction that one can depend on the word or behavior of another (Pavlou, 2003), is an essential component of successful customer satisfaction. According to Stewart, Ellis, Johnson, and Meyer (2009), trust in electronic commerce is defined as the subjective probability with which consumers believe that an online transaction with a web retailer will occur in a manner that is consistent with their expectations. In other words, consumers trust that the outcome of an online transaction will be the same as they had anticipated. Academics have pointed to a lack of trust as one of the primary factors contributing to customers’ negative attitudes regarding online shopping as one of the primary causes for this. When discussing e-commerce, the term “trust beliefs” refers to the attitudes and expectations that customers have towards the trustworthy qualities of the businesses they purchase from online (McKnight and Chervany,2002). The customers who shop online want the online sellers to be willing and able to act in the customers’ best interests, to be honest in their business dealings (not disclosing customers’ personal information to other sellers), and to be able to deliver the goods that have been ordered as per the terms of the agreement. According to Mahmood (2004), the trust factor has considerable beneficial contributions to make to the behavior of customers who purchase online. According to Jiang, Chen, and Wang (2008), customer trust is a necessary condition for effective online commerce, and knowledge is one of the most essential factors that plays a role in determining the amount of trust. An integrated trust model and a technological acceptance model for business-to-consumer (B2C) e-commerce were described, among other places, in the work that Gefen (2003) and Al-Dwairi, Chappel, and Feindt(2009) did.
It is of the utmost importance that customers are pleased with the products and services offered by a particular online store because happy customers are more likely to remain loyal to the business and make additional purchases, both of which will increase the profitability of the e-commerce enterprise in question. In this study, the concept of satisfaction will be referred to in terms of outcome by comparing the prior expectation and the perceived performance for each antecedent factor in order to measure the attitude of the respondents regarding each of those factors. This comparison will be done in order to determine whether or not the respondents are satisfied with the perceived performance. There appears to be a lack of research that has specifically studied e-commerce and service delivery in Jumia, despite the fact that many studies have been conducted to investigate the various degrees of influence that e-commerce has on the development of business in Nigeria using different sectors of the economy.
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