INFLUENCE OF ONLINE REVIEWS ON CUSTOMER SATISFACTION IN E-COMMERCE LOGISTICS FIRM: EVIDENCE FROM TEMU NIGERIA

Abstract

The e-logistics industry is faced with increasing competition, and as a result, the companies in this industry are creating an online presence for sales maximization. By consulting social media and review websites, customers have more alternatives to consider during choice-making decisions. This study develops a multifaceted model to recognize the influence of service quality and e-word of mouth on customer satisfaction and the impact of customer satisfaction on word of mouth. Data were gathered from one hundred and fifty (150) customers of TEMU in Nigeria through a non-probability sampling technique. The participants were customers who have patronized TEMU and provided feedback on the products purchased. Structural Equation Modeling (SEM) was employed to analyze the collected data and test the proposed hypotheses. The findings indicate that service quality dimensions and e-WOM have positive effects on customer satisfaction. Furthermore, this study reinforces that customer satisfaction has a positive influence on customers’ WOM intentions. It was recommended in the study that the management of TEMU Nigeria should either integrate transportation (for last-mile delivery) into their service or list out available couriers on the delivery page for customers to select to enhance timely delivery of ordered products. The organization should explore the benefits of service quality factors and social media channels to meet and exceed customers’ expectations in order to bolster the quality of services and boost customer satisfaction, attract new customers, and retain existing customers.