| The increasingly competitive business environment has influenced contemporary enterprises to build mutual beneficial relationships with their customers indicating a paradigm shift from transactional marketing.In order to compete in this complex and changeable economic environment,enterprises are creating competitive advantage over their rivals through logistics service quality that will impact customer satisfaction which subsequently leads to customer loyalty.Logistics service quality has been found to be the key strategy of success and survival for most company like online shopping who want to win the loyalty of their customers because of its positive effect on customer satisfaction.The purpose of this research was to investigate the implication of logistics service quality on customer satisfaction and customer loyalty on JUMIA online market,focusing on studying how service quality and customer satisfaction relate with customer loyalty in JUMIA online market.An empirical study was conducted in Cameroon among all the regular customer of JUMIA online Market through a survey that determined customer's perceptions on service quality,customer satisfaction and customer loyalty respectively.Five dimensions of logistics service quality model i.e.Tangibles,Reliability,Responsiveness,Assurance and Empathy were used to measure the logistics service quality of JUMIA online market.In order to answer the raised research questions,primary data was used.The primary data was collected through administrating 1385 questionnaires.A combination of purposive and convenient sampling technique was used to obtain1200 responses out of 1385 targeted customers of JUMIA online market who had made purchases recently.The empirical findings of this research study revealed that regarding the satisfaction level measurement,56.7% of respondents are satisfied and 22.3% are highly satisfied with the logistics service provided by JUMIA online market.According to Pearson's correlation coefficients a strong positive linear relationship was noted between the five dimensions of logistic service quality and customer satisfaction at the 1% level of significance.Furthermore,this study showed that the five dimensions of logistics service quality have positive and significant effect on customer loyalty.In addition,Correlation analyses showed positive linear relationships between customer satisfaction and customer loyalty.Purchase intentions dimension of customer loyalty was also found to have a positive linear relationship with customer satisfaction.The Cronbach's alpha coefficient scores for the logistics service quality dimensions:Reliability(0.807),Assurance(0.892)and Empathy(0.855)were found good reliability.On the other hand,the Cronbach's alpha coefficient scores for Tangibility(0.756)and Responsiveness(0.706)were between 0.60 and 0.79,which,are acceptable.The Cronbach's alpha coefficient score for customer satisfaction,was 0.8079 and customer loyalty was 0.8021 which are regarded as being good.This study further provides sufficient evidence of the significant difference between male and female on the levels of customer satisfaction.In addition,this study showed that customers of various levels of education and occupations differ in price sensitivity for customer loyalty.The study provides three innovations which are;firstly,the study attempted to address the implementation of relationship marketing in organizations that tends to affect customer loyalty,or what it entails.Secondly,this study is expected to innovatively impact the theories generally applied to customer loyalty.The study uses relationship marketing theory,social exchange theory and the service quality literature to elucidate how suppliers have diverse kinds of customer relationships.Thirdly,the study introduces the mediating and moderating role of customer satisfaction to test its influence on the relationship between logistic service quality and customer loyalty JUMIA Online Market in Cameroon.This seeks to enhance relationship marketing by providing a greater understanding of the mediating effect.The moderating effect of customer satisfaction on logistics quality affecting customer loyalty. |
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