COMPARATIVE ANALYSIS OF CUSTOMER RETENTION STRATEGIES IN E-COMMERCE PLATFORMS (A STUDY OF JUMIA AND KONGA).
Abstract
This study conducts an analysis of customer retention strategies employed by Jumia and Konga,
two leading e-commerce platforms in Nigeria. The research evaluates the impact of three key
strategies-personalization and customization,customer relationship management (CRM) practices,
and loyalty programs and incentives-on customer retention, satisfaction, and repeat purchase
rates. A quantitative research approach was employed,utilizing survey data from 326 respondents
who patronize Jumia and Konga.Regression analysis revealed that personalization and
customization strategies significantly enhance customer retention
(β=0.456,=4.81,p
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