PREDICTIVE ROLE OF QUALITY OF SERVICE ON ONLINE SHOPPING PREFERENCE IN ANAMBRA STATE, NIGERIA

Abstract

The study investigated predictive role of quality of service on online shopping preference in Anambra State, Nigeria. Participants in the study comprised 329 adults drawn from three commercial cities: Awka, Nnewi and Onitsha in Anambra State, Nigeria. The participants consist of 116(35.3%) males and 213(64.7%) females. The ages of the participants ranged from 18 to 51 years. The mean age was 39.45, and standard deviation was 9.19. Purposive and incidental samplings were used to select the city participants. Measuring instruments were Quality of Service Scale, and Online Shopping Preference Scale. The study adopted a correlational design and Multiple Linear Regression statistics. Results showed that quality of service dimensions such as tangible at (F7, 321), β= -3.49, reliability at (F7, 321), β= -3.07, and responsiveness at (F7, 321), β= -.24 had positive significant predictive effect on online shopping preference, while assurance at (F7, 321), β= .67, and empathy at (F7, 321), β= .49, p<.05 had negative prediction on online shopping preference. The outcome of the study suggests that online stores need to consider the integration of quality service delivery such as tangible, reliability, responsive, assurance, and empathy and integrity in their services. This will inspire consumers to prefer and patronize online product.