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Metropolitan Journal of Business and Economics

Effects of E-Commerce Adoption on Customer Satisfaction: A Case Study of Online Stores in Kampala

Authors: Akampurira Sarah1 , Katushabe Rose2

Journal: Metropolitan Journal of Business and Economics (MJBE)

Volume/Issue: Volume 5 - Issue 3

Published: 01 Jan 1970


Abstract

The rapid growth of e-commerce in Uganda, particularly in Kampala, transformed the retail landscape and consumer purchasing behaviors. This study investigated how e-commerce adoption influenced customer satisfaction among online shoppers in Kampala. The research was conducted between January and April 2024, focusing on customers who had utilized online shopping platforms for at least six months. E-commerce platforms in Kampala had experienced exponential growth, with major players including Jumia, Kikuubo Online, SafeBoda, and various local delivery services. The study examined multiple dimensions of e-commerce adoption including website usability, payment systems, delivery mechanisms, customer service, and product quality assurance. The study employed a descriptive cross-sectional research design using both quantitative and qualitative approaches. A sample of 250 respondents was selected through purposive and snowball sampling techniques from customers of five major online stores in Kampala. Data collection utilized structured questionnaires with Likert scale questions and open-ended items. The questionnaire achieved a reliability coefficient of 0.847 through Cronbach's Alpha testing. Data analysis was conducted using SPSS version 26, employing descriptive statistics, correlation analysis, and regression models to determine relationships between e-commerce adoption and customer satisfaction. Findings revealed that 68.4% of respondents expressed high satisfaction with e-commerce platforms. Website usability showed the strongest positive correlation with customer satisfaction (r=0.762, p
Keywords

E-commerce adoption, customer satisfaction, online shopping, Kampala, digital retail, website usability, delivery efficiency, payment systems

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