ABSRACT
This study investigated customers’ complaints toward online shopping. Specifically, the objectives of this research is to know: which online store is mostly patronized by the Nigerian consumers; the common issues faced by online customers that leads to complaints; the mode of complaint that is mostly adopted by online store customers; and the extent to which online customers are satisfied with the resolution of their complaints.
This study used the survey method by administering copies of structured questionnaires to two hundred (200) online shoppers who has patronised any of a listed set of online stores in Nigeria namely: Jumia Nigeria, Jiji Nigeria, VConnect Nigeria, Konga, and PayPorte. The results were analysed usingStatistical Package for Social Sciences (SPSS)and alsodescriptive statistics such as percentages, ranking, and frequencies.
From the study, it was observed that the common customers’ complaints towards online shopping are: misleading products descriptions, poor quality of delivered products, high cost of delivery, long delivery time, high cost of products, and difficulty navigating through the websites. It was also observed that the mode of complaints mostly adopted by online store customers is complaining to the online store to redress the issue. The study recommended that online stores should ensure that products are described exactly as they are so as not to mislead the customers into buying a lie. The study also recommended that online stores should improve on their customer care service personals and interfaces by training their customer care personnel with the basic attributes needed to efficiently and effectively treat and resolve customers’ complaints and also making complaint procedures less rigorous.
