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CJICT: VOL. 10, NO. 1, JUNE 2022

A Framework for Assessing E-Commerce Customers’ Satisfaction based on Electronic Words of Mouth

July 12, 2022


Electronic commerce, though highly beneficial, is usually perceived by people to be riskier than its brick and mortal counterpart. The confirmation or disconfirmation of customers’ perceived risk ultimately results in their dissatisfaction or satisfaction with the service. A lot of studies have been carried out on e-commerce customer satisfaction; investigation of this subject based on customers’ electronic words of mouth (eWOM), is however, sparse. There is also a dearth of models or frameworks that can be used for assessing customer satisfaction, based on their eWOM. Building on the foundation of relevant empirical findings and the DeLone and McLean’s IS Model for e-commerce, the present study proposed and developed a framework for assessing e-commerce customers’ satisfaction based on their eWOM.  The study also demonstrated the use of the model with the eWOM of customers of one of the most popular e-commerce sites in Nigeria, Jumia. These customers’ e-commerce service-related communications (eWOM) were retrieved from Twitter. Tweets were analysed based on the proposed framework. It was found that customers of the examined e-commerce site expressed more dissatisfaction than satisfaction through their eWOM. The overall satisfaction index was -0.84 and all indicators, except only one, had negative satisfaction indices. It is recommended that the framework can be further tested and used to assess the performance of more e-commerce sites. It is also recommended that e-commerce service providers should be intentional about examining their customers’ eWOM and improving their services by addressing the loop holes identified from the examination of the eWOM.