Electronic Marketing and Service Quality of On-Line Merchandisers: A Case Study of Jumia Uganda.

The study examined electronic marketing and service quality of on-line merchandisers: a case study of Jumia Uganda. The specific objective was to find out the relationship between cart abandonment rate and service quality in Jumia Uganda. The research employed a cross- sectional survey design to in...

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Main Authors: Ssemaluulu, Paul Mukasa, Isingoma, Fenehansi, Mugavu, George
Format: Article
Language:English
Published: Kabale University 2024
Subjects:
Online Access:http://hdl.handle.net/20.500.12493/2314
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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 on-line merchandisers: a case study of Jumia Uganda. The specific objective was to find out 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 (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.
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publishDate 2024
publisher Kabale University
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spelling oai:idr.kab.ac.ug:20.500.12493-23142024-10-15T00:00:48Z Electronic Marketing and Service Quality of On-Line Merchandisers: A Case Study of Jumia Uganda. Ssemaluulu, Paul Mukasa Isingoma, Fenehansi Mugavu, George Electronic Marketing Service Quality On-line Merchandisers Jumia Uganda The study examined electronic marketing and service quality of on-line merchandisers: a case study of Jumia Uganda. The specific objective was to find out 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 (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. 2024-10-14T08:44:07Z 2024-10-14T08:44:07Z 2024 Article Ssemaluulu, Paul Mukasa, Isingoma, Fenehansi, & Mugavu, George (2024). Electronic Marketing and Service Quality of On-Line Merchandisers: A Case Study of Jumia Uganda. Kabale: Kabale University. http://hdl.handle.net/20.500.12493/2314 en Attribution-NonCommercial-NoDerivs 3.0 United States http://creativecommons.org/licenses/by-nc-nd/3.0/us/ application/pdf Kabale University
spellingShingle Electronic Marketing
Service Quality
On-line Merchandisers
Jumia Uganda
Ssemaluulu, Paul Mukasa
Isingoma, Fenehansi
Mugavu, George
Electronic Marketing and Service Quality of On-Line Merchandisers: A Case Study of Jumia Uganda.
title Electronic Marketing and Service Quality of On-Line Merchandisers: A Case Study of Jumia Uganda.
title_full Electronic Marketing and Service Quality of On-Line Merchandisers: A Case Study of Jumia Uganda.
title_fullStr Electronic Marketing and Service Quality of On-Line Merchandisers: A Case Study of Jumia Uganda.
title_full_unstemmed Electronic Marketing and Service Quality of On-Line Merchandisers: A Case Study of Jumia Uganda.
title_short Electronic Marketing and Service Quality of On-Line Merchandisers: A Case Study of Jumia Uganda.
title_sort electronic marketing and service quality of on line merchandisers a case study of jumia uganda
topic Electronic Marketing
Service Quality
On-line Merchandisers
Jumia Uganda
url http://hdl.handle.net/20.500.12493/2314
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AT mugavugeorge electronicmarketingandservicequalityofonlinemerchandisersacasestudyofjumiauganda