Customer Relationship Management Practices and Marketing Efficiency of Online Marketing Firm: A Case Study of Jumia Nigeria

Customer Relationship Management Practices and Marketing Efficiency of Online Marketing Firm: A Case Study of Jumia Nigeria

Maishera Grace Ifraimu¹*, Christopher Odache Odeh²

¹Department of Business Administration, Federal University Wukari, Taraba State, Nigeria.

²Department of Economics, Faculty of Social Sciences, University of Ilorin, Kwara State, Nigeria.

*Corresponding author

DOI: https://dx.doi.org/10.47772/IJRISS.2025.909000142

Received: 24 August 2025; Accepted: 29 August 2025; Published: 01 October 2025

 ABSTRACT

The research investigated the influence of customer relationship management (CRM) practices and marketing efficiency of Jumia, Nigeria. The practices are measured through CRM dimensions which are numerous. Out of it, four dimensions of CRM namely promise fulfillment, empathy, commitment and reciprocity have entirely been concentrated in this study and the marketing efficiency of online marketing firm in terms of customer’s satisfaction. The research design adopted for this study is the descriptive and survey design. A cross-sectional design was the specific survey method adopted for this study. The population of active customers of Jumia online marketing in Nigeria is 4.6million. Taro-Yamane sampling size formula was applied to determine sample of customers in Taraba state for this study which is 400. Simple random technique was applied to select 4 local governments from 16 local government of Taraba state and proportionally distributed 400 questionnaires to customers in which 371 are retrieved why 29 are not retrieved. Primary data was the major instrument used to gather data for this study. Specifically self-administered structured questionnaire based on likert five-point scale was used to gather data from the sampled respondents on the independent variables (promise fulfillment, commitment, empathy and reciprocity) and dependent variable (customer satisfaction) of the study. In the research both descriptive and inferential statistical tools were involved to analyse the data for the study using SPSS. Descriptively data were analysed using tables and percentages to group the reaction of respondents to the questions sought. The inferential statistical tool used to test the hypotheses formulated is Pearson product moment correlation technique. The findings revealed that CRM variables such as Promise fulfillment, Empathy, Commitment and Reciprocity have a positive influence on marketing efficiency through customer satisfaction. The results of customer relationship management practices are customers’ repurchase, retention, and loyalty through customer satisfaction. The study recommend that online store managers should enhance its level of CRM practices in order to increase customer experience, reach customer satisfaction and corporate credibility could be enhanced by ensuring the service units keeps fulfillment of firm promise as a priority.

Keywords:  customer-relationship, management-practices, marketing-efficiency, online marketing firm, Jumia, Nigeria

INTRODUCTION

In a highly competitive market, customers’ satisfaction is always a question mark in the minds of sellers to satisfy their buyers’ need. Customers’ satisfaction has become one of the most important issues in business management because of its critical role in sustaining customers and maximizing profit (Khan, 2013). Therefore businesses need to maintain a positive relationship with their customers and to plan a good customer relationship management that helps them satisfy their customers and create value for their businesses (Hassan et al. 2015; Kebede & Tegegne, 2018). To this end, the success of any great business, be it online marketing firm or others depends to a great extent on how well the company treats their customers and how their customers trust their offering.

The main objective of customer relationship management (CRM) is to ensure that the customer returns back for subsequent purchases after the first purchase, through communication, friendliness, good offer to the customer at the right price and through the appropriate channel of distribution (Mornay, 2011). Anderson & Nars (1990) posits that customer relationship management is not just about the exchange process between a buyer and a seller but that the marketer is able to understand the customers’ preferences, intentions, needs and provide the products that satisfy customers expectation through technology and process of customer segmentation (Sheth & Paravtiyar, 1995). Customer relationship management is an approach to managing company’s interaction with current and potential customers. It uses data analysis about customer’s history with a company to improve business relationship with customers. Specifically focusing on customer’s satisfaction and retention and ultimately driving sales growth.

Various studies have indicated several dimensions of customer relationship management. For example, Sin et al., (2000) have divided customer relationship dimensions to six categories; Shared values, communication, bonding, trust, reciprocity and Empathy. Recently, Jumaev & Hanaysha (2012) have suggested four dimensions of CRM: Commitment, Trust, Bonding and communication. In addition, Khan (2013) has proposed eight key dimensions of CRM: Bonding, Emotions, Tangibility, Empathy, Reciprocity, Trust, Commitment, Communication, Conflict handling. The aforementioned dimensions of CRM would constitutes the basis for hypotheses formulation and conceptual frame work for this study

Statement of the problem`

There are various customer relationship management problems that businesses are faced with time after time. Proper management of customer interaction is a major challenge for modern companies, especially with the high competition that is now witnessed. The ages of monopoly are long gone and consumers’ rapid sophistication rate has meant dissatisfaction in the first experience will lead to ultimate loss.

Businesses are therefore faced with the challenge of retaining customers and sourcing new ones in their path to success.  Poor customer relationship management will result in disastrous outcomes including customer loss, company misdirection and eventual liquidation. It is in view of these and similar concerns that this study looks at customer relationship management practices, with particular reference to promise fulfillments, empathy, shared value, reciprocity, bonding, communication, trust, commitment and marketing efficiency of online marketing firms express in terms of customers satisfaction, customer loyalty and customer retention.

Aim of the Study

The aim of this study was to determine the influence of customer relationship management (CRM) practices (promise fulfillment, commitment, empathy, and reciprocity) and marketing efficiency (expressed in terms of customer satisfaction, retention and customer loyalty

Specific objectives

1. To determine the extent of influence of promise fulfillment of Jumia online marketing on customer satisfaction.
2. To examine the influence of empathy practices of Jumia online marketing firm on customer satisfaction.
3. To examine the effect of commitment of Jumia online marketing on customer satisfaction.
4. To determine the impact of reciprocity of Jumia online marketing on customer Satisfaction.

Research questions

1. To what extent does promise fulfillment of Jumia online marketing influence their customers’ satisfaction?
2. To what extent does empathy practice of Jumia online marketing influence their Customers’ Satisfaction?
3. To what extent does commitment of Jumia online marketing influence their customers’ satisfaction?
4. To what extent does reciprocity of Jumia online marketing influence their customers’ satisfaction?

Research Hypotheses

Ho1: promise fulfillment of Jumia online marketing does not have any significant influence on their customers’ satisfaction

Ho2: Empathy practices of Jumia online marketing do not have any significant influence on their customers’ satisfaction.

Ho3: Commitment of Jumia online marketing does not have any significant impact on their customers’ satisfaction.

Ho4: Reciprocity practices of Jumia online marketing do not have any significant impact on their customers’ satisfaction.

LITERATURE REVIEW

Marwa & Mhammmed (2019) investigate a study on the effect of customers’ relationship management practices on airline customers’ loyalty in Egypt. Structured questionnaire based on five point likert type scale was use elicit information from 215 respondents who are passengers. Data were coded and entered in SPSS and analyzed using structural equation modeling (SEM). Findings revealed a positive significant effect of share values, bonding, commitment, trust, handling customers’ conflicts on passengers’ satisfaction

Colgate & Danaher (2000) carried out a study of the effect of implementing the strategy of customer relationship in the domain of banks on the customer’s satisfaction and loyalty in Newziland. A systematic random sample of 1917 subjects was taken from the telephone directory. The researchers collected data by mail. They got back 784 investigation lists, which mean a response rate of 43.5%. The study noticed the presence of both positive and negative effects; the positive effects appear when the strategy of CRM is carried out in a highly skilful way, resulting in enhancing the customer’s satisfaction and loyalty, while the negative effects appear when the execution of such strategy is deficient, resulting in the customer’s dissatisfaction and disloyalty.

Taleghani et al. (2011) embarked on a study titled the role of relationship marketing in customer orientation process in the banking industry of Iran, to empirically investigate the impact of relationship marketing underpinnings (namely trust, commitment, communication, conflict handling, bonding, shared values, empathy, and reciprocity) on customer loyalty in the banking industry. A survey was conducted, collecting data through a questionnaire containing 34 items that was completed by 384 randomly selected bank customers and multiple regression analysis was used for data analysis. The results revealed that the all underpinnings of relationship marketing were directly associated with customer loyalty and they had a significant effect on it. Therefore, it is reasonable to conclude that customer loyalty can be created, reinforced and retained by marketing plans aimed at building trust, demonstrating commitment to service, communicating with customers in a timely, reliable and proactive fashion, handling conflict efficiently, paying attention to shared values, improving the empathetic and reciprocal abilities of the salespeople, and developing strong bonds between buyers and sellers.

METHODOLOGY

Research design

The research design adopted for this study is the descriptive and survey design. The descriptive design enabled the researcher to describe the population or phenomena that is been studied without having to establish cause and effect relationship, while the cross-sectional design was the specific survey method adopted for this study. The cross-sectional survey design means that data were collected from more than one case at a point in order to collect quantifiable data and examine the pattern of association with two or more variables.

Area of the study

The area of the study is Taraba State. Taraba State is located at the Nigeria North- East zone, with its capital at Jalingo. Taraba State has a total area of 21.03m2. The State is bounded at the West by Nasarawa and Benue State, to the North by Bauchi and Gombe state, and North-East by Adamawa State respectively.

Population of the study

The population of this study comprised of all those who live and make online purchases through Jumia online marketing in Taraba State. The population of active customers of Jumia online marketing in Nigeria is reported to be 4.6 million.

Sample size determination and sampling technique

The Taro-Yamane sampling size formula was applied to determine sample for this study. The formula is presented below:

n = N/ (1+N (e) ²)

Where

n = Sample size

N = population of the study

E = the acceptable sampling error (0.05)

Show the working using 4.6million

n = 4,600, 000/ 1 + 4,600,000 (0.05)²

n = 4,600,000/ 1 + 4,600,000 (0.0025)

n = 4,600,000/ 1 + 11,500

n = 4,600,000/ 11,501

n = 399.9

n = 400.

Taraba State was divided into 16 local government areas and a simple random technique was applied to select 4 local governments as follows: Jalingo, Wukari, Takum and Gassol local government areas respectively. Afterward, 100 respondents were randomly selected from each of the four local government areas

Sources of data and data collection method

Primary data was the major instrument used to gather data for this study. Specifically self-administered structured questionnaire based on Likert five-point scale was used to gather data from the sampled respondents on the independent variables (promise fulfillment, empathy, commitment, and reciprocity) and dependent variable (customer satisfaction) of the study.

The questionnaire was divided into three parts: Section 1 sought information relating to respondents personal data such as age, sex, qualification. Section 2 sought for information that borders on the independent variables (promise fulfillment, empathy, commitment, and reciprocity) of the study while section 3 sought information on the dependent variable (customer satisfaction).

Validity and reliability of instrument

To validate the research instrument, a pilot study was undertaken with a small group of 40 respondents outside the population of the study at Abuja. The main purpose of this pilot study before the main survey was to pretest the questionnaire to ensure that the questionnaire measure what it purports to measure, by checking the clarity of the instructions, ambiguity in the questionnaire, content and construct of the questionnaire.

Above all, the questionnaire was presented to the research Supervisor, whose comment was used as basis in the final copies of the questionnaire.

The reliability of the instrument was determined through a test-retest method of the instrument. The first and second test was correlated and a value of 0.83 was obtained

Data analysis technique

This means that research instrument is reliable to gather data for the study. Both descriptive and inferential statistical tools were involved to analyse the data for the study using SPSS. Descriptively data were analysed using tables and percentages to group the reaction of respondents to the questions sought. The inferential statistical tool used to test the hypotheses formulated is Pearson product moment correlation technique.

RESULT AND DISCUSSION

Data presentation

Table 1: Questionnaire Distribution and Retrieval

Source: Field Survey Data, 2021

The table above reveals that total copies of questionnaire which were distributed amounted to 400. It also shows that out the total 400 copies of questionnaire administered, 29 copies were invalid/not retrieved corresponding to 7.3% while 371 copies were retrieved and valid which represents 92.3% that were useful for analysis. See graph below:

Table 2 Respondents’ Gender

Source: Field Survey Data, 2021

The table above reveals that respondents on the male gender category were more than the female counter parts with 60% and 40% respectively. See graph below:

Table 3 Respondents’ Marital Status

Source: Field Survey Data, 2021

The table above reveals that 311 respondents who are not married yet contributed83.85% responses, 55 married respondents had 14.8% respondents, 3 (0.81%) of the respondents are divorced while 2 respondents that are widowed had 0.54% of the primary data. See graph below:

Table 4 Respondents Age Bracket

 Source: Field Survey Data, 2021

The table shows that out the 371 total copies retrieved and valid, respondents that have worked within the age bracket of 18-24yrs were 70 respondents equivalent to 18.7%, those in the age bracket 25-35yrs had 190 responses equivalent to 51.2%, and those in the age bracket of 36-45yrs had 69 responses equivalent to 18.6%, age bracket of 46-55yrs had 31 responses equivalent to 8.4% while those in the age bracket of 55 years and above had 11 responses equivalent to 3%. See graph below:

Table 5 Respondents’ Academic Qualifications

Source: Field Survey Data, 2021

The table shows that the respondents who are currently holding SSCE equivalent Certificate had 50 responses which equates 13.5%, those holding undergraduate Certificates had 188 responses equivalent to 50.7%, Post graduate had 69 equivalents to 18.6%, other academic qualifications had 64 responses equivalent to 17.2%. See chart below:

Table 6 Respondents’ Occupation

Source: Field Survey Data, 2021

The table shows that out the 371 total copies retrieved and valid, respondents that are working as tradesmen/women had 41 (11.1%) responses, officials had 65(17.5%), retired had 25 (6.7%) responses while works category of occupation such had 240 (64.7%) responses. see graph below:

Table 7 Have you purchase items online before?

Source: Field Survey Data, 2021

The table shows that all the respondents’ total copies retrieved and valid agreed that they make purchase online. This implies that 100% of the respondents have had an atom of online purchase experience as none of them said NO responses. See chart below:

Data Analysis.

Table 8 Frequencies on Item of promise fulfillment

Source: Researcher’s Field Survey, 2021

Table 8 showed that the respondents agreed on each of the items of promise fulfillment (mean scores greater than 3.0 mean criterion or approximately). The grand mean is equally greater than 3.0 grand mean criterion. This revealed that the overall perceptions of the respondents agreed that items of promise fulfillment have a positive connection with marketing efficiency measured in terms of customer satisfaction. In other words, there were more make of those that visit internet and make online purchases through Jumia online marketing in Taraba State that affirmed to the idea that promise fulfillment is part of the instruments used to initiate positive consumer attitudes regards to consumption of online store services.

Table 9 Frequencies on Item of empathy practice.

 Source: Researcher’s Field Survey, 2021

Table 9 showed that the respondents agreed on each of the items of empathy practice (mean scores greater than 3.0 mean criterion or approximately). The grand mean is equally greater than 3.0 grand mean criterion. This revealed that the overall perceptions of the respondents agreed that items of empathy practice have a positive connection with marketing efficiency measured in terms of customer satisfaction. In other words, there were more make of those that visit internet and make online purchases through Jumia online marketing in Taraba State that affirmed to the idea that empathy practice is part of the instruments used to instigate positive consumer attitudes regards to consumption of online store services.

Table 10 Frequencies on Item of commitment.

Source: Researcher’s Field Survey, 2021

Table 10 showed that the respondents agreed on each of the items of commitment (mean scores greater than 3.0 mean criterion or approximately). The grand mean is equally greater than 3.0 grand mean criterion. This revealed that the overall perceptions of the respondents agreed that items of commitment have a positive connection with marketing efficiency measured in terms of customer satisfaction. In other words, there were more make of those that visit internet and make online purchases through Jumia online marketing in Taraba State that affirmed to the idea that commitment is part of the instruments used to bring about positive consumer attitudes regards to consumption of online store services.

Table 11 Frequencies on Item of reciprocity practices.

 Source: Researcher’s Field Survey, 2021

Table 11 showed that the respondents agreed on each of the items of reciprocal practices (mean scores greater than 3.0 mean criterion or approximately). The grand mean is equally greater than 3.0 grand mean criterion. This revealed that the overall perceptions of the respondents agreed that items of reciprocal practices have a positive connection with marketing efficiency measured in terms of customer satisfaction. In other words, there were more make of those that visit internet and make online purchases through Jumia online marketing in Taraba State that affirmed to the idea that reciprocal practices are part of the instruments used to initiate positive consumer attitudes regards to consumption of online store services.

Table 12 Frequencies on Item of customers’ satisfaction.

Source: Researcher’s Field Survey, 2021

Table 12 showed that the respondents agreed on each of the items of customer satisfaction (mean scores greater than 3.0 mean criterion or approximately). The grand mean is equally greater than 3.0 grand mean criterion. This revealed that the overall perceptions of the respondents agreed that items of promise fulfillment, empathy practices, commitment, and reciprocity practices have a positive connection with marketing efficiency measured in terms of customer satisfaction.

In other words, there were more make of those that visit internet and make online purchases through Jumia online marketing in Taraba State that affirmed to the idea that customer satisfaction a is part of the instruments used to measure how users or consumers of online stores appreciate, react and consume online store products and services.

Test of Hypotheses

Hypothesis One

Ho₁ Promise fulfillment of Jumia online marketing does not have any significant influence on their customers’ satisfaction.

Ha₁ promise fulfillment of jumia online marketing has a significant influence on their customers’ satisfaction.

Decision rules

Accept the null hypotheses (Ho) and reject the alternate hypotheses (Ha) if probability value (PV) ˃0.05, and where correlation (r) <0.50 i.e. no significant relationship exists.

Reject the null hypotheses (Ho) and accept the alternate hypotheses (Ha) if probability value (PV) ˂0.05 and where Correlation (r) > 0.50 i.e. moderate or significant relationship exit.

The strength of association and statistical significance decision are made and interpreted based on the following table below;

Where (+) stands for positive relationship and (-) means negative relationship.

Table 13 Decision table For the Strength of variable relationships

Source: Desk Research, 2021

Table 14 correlation result showing relationship between promise fulfillment of jumia online marketing and their customers’ satisfaction

Source: Field Survey Data, 2021, SPSS Output

Based on the SPSS table above, the PV or Sig = 0.005 which implies that (PV<0.05) while Pearson’s correlation coefficient (r) = (0.812) which indicates that promise fulfillment has very strong and positive correlation with customer satisfaction. We therefore reject the Null hypotheses and accept the Alternative hypotheses which state promise fulfillment of Jumia online marketing has significant influence on their customers’ satisfaction.

Hypothesis Two

Ho₂ Empathy practice of Jumia online marketing does not have any significant influence on their customers’ satisfaction

Ha₂ Empathy practice of Jumia online marketing has a significant influence on their customers’ satisfaction

Decision rules

Accept the null hypotheses (Ho) and reject the alternate hypotheses (Ha) if probability value (PV) ˃0.05, and where correlation (r) <0.50 i.e. no significant relationship exists.

Reject the null hypotheses (Ho) and accept the alternate hypotheses (Ha) if probability value (PV) ˂0.05 and where Correlation (r) > 0.50 i.e. moderate or significant relationship exit.

The strength of association and statistical significance decision are made and interpreted based on the following table below;

Where (+) stands for positive relationship and (-) means negative relationship.

Decision table For the Strength of variable relationships

 Source: Desk Research, 2021

Table 15 correlation result showing relationship between empathy practice of jumia online marketing and their customers’ satisfaction

Source: Field Survey Data, 2021, SPSS Output

Based on the SPSS table above, the PV or Sig = 0.005 which implies that (PV<0.05) while Pearson’s correlation coefficient (r) = (0.845) which indicates that empathy practice has very strong and positive correlation with customer satisfaction. We therefore reject the Null hypotheses and accept the Alternative hypotheses which state that empathy practice of Jumia online marketing has significant influence on their customers’ satisfaction.

Hypothesis Three

Ho_3. Commitment of Jumia online marketing does not have any significant influence on their customers’ satisfaction.

Ha_3. Commitment of jumia online marketing has a significant influence on their customers’ satisfaction.

Decision rules

Accept the null hypotheses (Ho) and reject the alternate hypotheses (Ha) if probability value (PV) ˃0.05, and where correlation (r) <0.50 i.e. no significant relationship exists.

Reject the null hypotheses (Ho) and accept the alternate hypotheses (Ha) if probability value (PV) ˂0.05 and where Correlation (r) > 0.50 i.e. moderate or significant relationship exit.

The strength of association and statistical significance decision are made and interpreted based on the following table below;

Where (+) stands for positive relationship and (-) means negative relationship.

Decision table For the Strength of variable relationships

 Source: Desk Research, 2021

Table 16 correlation result showing relationship between commitment of jumia online marketing and their customers’ satisfaction

Source: Field Survey Data, 2021, SPSS Output

Based on the SPSS table above, the PV or Sig = 0.005 which implies that (PV<0.05) while Pearson’s correlation coefficient (r) = (0.672) which indicates that commitment has strong and positive correlation with customer satisfaction. We therefore reject the Null hypotheses and accept the Alternative hypotheses which state commitment of Jumia online marketing has significant influence on their customers’ satisfaction.

Hypothesis Four

Ho₄ Reciprocity practice of Jumia online marketing does not have any significant influence on their customers’ satisfaction.

Ha₄ Reciprocity practice of Jumia online marketing has a significant influence on their customers’ satisfaction.

Decision rules

Accept the null hypotheses (Ho) and reject the alternate hypotheses (Ha) if probability value (PV) ˃0.05, and where correlation (r) <0.50 i.e. no significant relationship exists.

Reject the null hypotheses (Ho) and accept the alternate hypotheses (Ha) if probability value (PV) ˂0.05 and where Correlation (r) > 0.50 i.e. moderate or significant relationship exit.

The strength of association and statistical significance decision are made and interpreted based on the following table below;

Where (+) stands for positive relationship and (-) means negative relationship.

Decision table For the Strength of variable relationships

Source: Desk Research, 2021

Table 17 correlation result shows relationship between reciprocity practice of Jumia online marketing and their customers’ satisfaction.

Source: Field Survey Data, 2021, SPSS Output

Based on the SPSS table above, the PV or Sig = 0.005 which implies that (PV<0.05) while Pearson’s correlation coefficient (r) = (0.718) which indicates that reciprocity practice has very strong and positive correlation with customer satisfaction. We therefore reject the Null hypotheses and accept the Alternative hypotheses which state that reciprocity practice of Jumia online marketing has significant influence on their customers’ satisfaction.

In testing HO₁, it was discovered that promise fulfillment has a very strong positive relationship with customer satisfaction at a Pearson’s correlation coefficient of *0.812 which also implies that both promise fulfillment and customer satisfaction are moving in the same positive direction. Thus, the items of promise fulfillment i.e. Online marketing firms offer quality products in meeting their customer expectation, online marketing organization meets and exceeds quality service expectation, and online marketing firms keep their promises during service delivery relate positively with customer satisfaction.

In testing HO₂, it was discovered that empathy practice has a very strong positive relationship with customer satisfaction at a Pearson’s correlation coefficient of

*0.889 which also implies that both empathy practice and customer satisfaction are moving in the same positive direction. Thus, the items of empathy practice i.e. Online marketing firms are sensitive to their customer’s needs and wants, online marketing firms try to understand customer’s thought and how they feel about products and service offered, online marketing businesses are concern with customers’ goal relate positively with customer satisfaction.

In testing HO₃, it was discovered that commitment has a strong positive relationship with customer satisfaction at a Pearson’s correlation coefficient of

*0.672 which also implies that both commitment and customer satisfaction are moving in the same positive direction. Thus, the items of commitment i.e. Online marketing organization carry customer best interest at heart, with determined effort online marketing firms provide stream of value-rich action to satisfy customers, online marketing businesses pay attentions to customers complain relate positively with customer satisfaction.

Lastly in testing HO₄, it was discovered that reciprocity practices have a strong positive relationship with customer satisfaction at a Pearson’s correlation coefficient of *0.718 which also implies that both reciprocity practice and customer satisfaction are moving in the same positive direction. Thus, the items of reciprocity practice i.e. online marketing organization carry customer best interest at heart, with determined effort online marketing firms provide stream of value- rich action to satisfy customers, online marketing businesses pay attentions to customers complain.

The positive correlations of the present study are consistent with Marwa & Mhammmed (2019) on a study about the effect of customers relationship management practices on airline customers’ loyalty in Egypt as the findings showed a positive significant effect of share values, bonding, commitment, trust, handling customers’ conflicts on passengers’ satisfaction. Taleghani et al., (2011) embarked on a study titled The role of relationship marketing in customer orientation process in the banking industry of Iran and found that all underpinnings of relationship marketing were directly associated with customer loyalty and they had a significant effect on it which is synonymous to the present study.

CONCLUSION

Based on the result of the findings, the researchers conclude that customer relationship management dimensions namely promise fulfillment, empathy, commitment and reciprocity are positively related to customer satisfaction of online shoppers in Taraba State and both variables have positive relation. As all four dimensions have proven to be statistically significant so the study implies the importance of these dimensions of customer relationship management from the perspective of Jumia to build customers’ satisfaction.

RECOMMENDATIONS

Based on the findings and Conclusion, the study recommends that:

1. Online store managers should enhance its level of reciprocity to enhance customer experience and reach customer satisfaction.
2. Online stores in Nigeria especially in Taraba state should endeavor they keep to promise boost their reputation and maximize customer satisfaction.
3. Ensuring that employees are commitment is one way to achieve customer satisfaction; thus, seminars should be organized to sharpen employees’ customer orientation.
4. Corporate credibility could be enhanced by ensuring the service units keeps fulfillment of firm promise as a priority.

SUGGESTION FOR FURTHER STUDIES

1. Other researchers interested in the study should study same variables in different states or country as this study domiciled in Taraba State, Nigeria.
2. Customer relationship management practices was approached from the point of view of promise fulfillment, commitment, empathy, reciprocity and used as independent variables for this study, further studies should look forward to add a moderator variable to see if the result would vary.
3. This study was only limited to Jumia Nigeria, limiting the extent to which the study results could be generalized across the population of the study.

Thus, further studies should consider OLX, Alibaba express and Konga to enhance its level of generalization.

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