AN EMPIRICAL INVESTIGATION ON THE INFLUENCE OF ELECTRONIC DISTRIBUTION AND CUSTOMER PATRONAGE IN NIGERIA. A STUDY OF KONGA .COM IN PORT HARCOURT, RIVERS STATE SOUTH – SOUTH, NIGERIA.

Abstract

Through e-distribution firms are presently developing to be tremendously huge and intensifying. The marketplace is importantly wedged by the E-commerce subdivision's quick-tempered increase. The study investigated the Influence of Electronic Distribution on Customer Patronage in Nigeria. A Study of Konga .Com in Port Harcourt, Rivers State South – South, Nigeria. The study philosophy was on quantitative approaches and applied survey technqinics. Conversely, data for the study was generated through administered questionnaire from the thirty two (32) respondents from Konga online distribution firm. Krejcie and Morgan statistical method was used to determine the sample size. The study revealed that dimension of e- Distribution: Direct e-Distribution, Hybrid e-Distribution, and Affiliate e-Distribution has significant relationship with Customer Patronage. The study concluded that e-Distribution is the fastest and quickest approaches of shopping worldwide, and application of e-Distribution channels in reach out target market has increasing consumer request for online shopping of goods and service. Also, e-Distribution is the modern digital approaches in shopping which increases customer patronage. The study, recommended that, Konga online shopping firm should not only operate within the metropolis, also extent to local areas to increase its customer patronage. Nigerian online firms should maintain its services promptly as agreed with their customers to increase customer loyalty. Firms into e-distribution services should understand professional ethic to circumvent being fooled by deceptive marketing operations.  E- distribution  business  organizations  should  increase  their website performance, and employ  efficient  and effective   e-distribution channel  to reach out  the  target market as required, and the design of the e-distribution websites should  be significances and suitability to  its customers.