Customers’ Complaints in Online Shopping: Causes, Patterns, and Implications

Abstract

This study investigated customers’ complaints toward online shopping. The study examined which online store is mostly patronized by the Nigerian consumers; the common issues faced by online customers that lead 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 questionnaire to two hundred (200) online shoppers. Data collected were descriptively analysed using percentages, ranking, and frequencies via the Statistical Package for Social Sciences (SPSS) software. The study found 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.

Keywords: Complaints, Customers, Online, Products, Shoppers.