Cart abandonment rate and service quality of on-line merchandisers: a case study of Jumia Uganda.
The study examined electronic marketing and service quality of online merchandisers, a case study of Jumia Uganda. The specific objective was to determine the relationship between cart abandonment rate and service quality in Jumia Uganda. The research employed a cross-sectional survey design to inve...
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| Format: | Article |
| Language: | en_US |
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Kabale University
2024
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| Online Access: | http://hdl.handle.net/20.500.12493/1964 |
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| _version_ | 1813635240334196736 |
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| author | Ssemaluulu, Paul Mukasa Isingoma, Fenehansi Mugavu, George |
| author_facet | Ssemaluulu, Paul Mukasa Isingoma, Fenehansi Mugavu, George |
| author_sort | Ssemaluulu, Paul Mukasa |
| collection | KAB-DR |
| description | The study examined electronic marketing and service quality of online merchandisers, a case study of Jumia Uganda. The specific objective was to determine the relationship between cart abandonment rate and service quality in Jumia Uganda. The research employed a cross-sectional survey design to investigate the association between electronic marketing efforts and service quality. A mixed-methods research approach, incorporating both quantitative and qualitative methodologies, was deemed highly relevant for this study. In addition, from the 255 target respondents, a definite sample size of 101 was determined using William G. Cochran's (1997) formula. The study revealed significant correlations between various factors in the context of Jumia Uganda's electronic marketing. The study revealed that a moderate positive correlation (r = 0.422**) was identified between cart abandonment rate and service quality, emphasizing the critical role of service quality in customer retention and reducing cart abandonment. It was recommended that: Jumia should launch remarketing campaigns to re-engage customers who abandoned their carts. Personalized messages and incentives should be used to encourage them to return and finalize their transactions. |
| format | Article |
| id | oai:idr.kab.ac.ug:20.500.12493-1964 |
| institution | KAB-DR |
| language | en_US |
| publishDate | 2024 |
| publisher | Kabale University |
| record_format | dspace |
| spelling | oai:idr.kab.ac.ug:20.500.12493-19642024-08-01T00:02:25Z Cart abandonment rate and service quality of on-line merchandisers: a case study of Jumia Uganda. Ssemaluulu, Paul Mukasa Isingoma, Fenehansi Mugavu, George Cart abandonment rate Electronic Marketing Service Quality on-line Merchandisers Jumia Uganda The study examined electronic marketing and service quality of online merchandisers, a case study of Jumia Uganda. The specific objective was to determine the relationship between cart abandonment rate and service quality in Jumia Uganda. The research employed a cross-sectional survey design to investigate the association between electronic marketing efforts and service quality. A mixed-methods research approach, incorporating both quantitative and qualitative methodologies, was deemed highly relevant for this study. In addition, from the 255 target respondents, a definite sample size of 101 was determined using William G. Cochran's (1997) formula. The study revealed significant correlations between various factors in the context of Jumia Uganda's electronic marketing. The study revealed that a moderate positive correlation (r = 0.422**) was identified between cart abandonment rate and service quality, emphasizing the critical role of service quality in customer retention and reducing cart abandonment. It was recommended that: Jumia should launch remarketing campaigns to re-engage customers who abandoned their carts. Personalized messages and incentives should be used to encourage them to return and finalize their transactions. 2024-04-09T07:44:49Z 2024-04-09T07:44:49Z 2024 Article Ssemaluulu, Paul Mukasa; Isingoma, Fenehansi & Mugavu, George (2024). Cart abandonment rate and service quality of on-line merchandisers: a case study of Jumia Uganda. Kabale: Kabale University. http://hdl.handle.net/20.500.12493/1964 en_US application/pdf Kabale University |
| spellingShingle | Cart abandonment rate Electronic Marketing Service Quality on-line Merchandisers Jumia Uganda Ssemaluulu, Paul Mukasa Isingoma, Fenehansi Mugavu, George Cart abandonment rate and service quality of on-line merchandisers: a case study of Jumia Uganda. |
| title | Cart abandonment rate and service quality of on-line merchandisers: a case study of Jumia Uganda. |
| title_full | Cart abandonment rate and service quality of on-line merchandisers: a case study of Jumia Uganda. |
| title_fullStr | Cart abandonment rate and service quality of on-line merchandisers: a case study of Jumia Uganda. |
| title_full_unstemmed | Cart abandonment rate and service quality of on-line merchandisers: a case study of Jumia Uganda. |
| title_short | Cart abandonment rate and service quality of on-line merchandisers: a case study of Jumia Uganda. |
| title_sort | cart abandonment rate and service quality of on line merchandisers a case study of jumia uganda |
| topic | Cart abandonment rate Electronic Marketing Service Quality on-line Merchandisers Jumia Uganda |
| url | http://hdl.handle.net/20.500.12493/1964 |
| work_keys_str_mv | AT ssemaluulupaulmukasa cartabandonmentrateandservicequalityofonlinemerchandisersacasestudyofjumiauganda AT isingomafenehansi cartabandonmentrateandservicequalityofonlinemerchandisersacasestudyofjumiauganda AT mugavugeorge cartabandonmentrateandservicequalityofonlinemerchandisersacasestudyofjumiauganda |