Machine Learning-Based Dynamic Pricing and Customer Retention Among E-Commerce Businesses in Akwa Ibom State, Nigeria

Uduak-Obong Ekpo-Ufot, Umoh Oku Sunday and Udo Agnes Umana
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Uduak-Obong Ekpo-Ufot: University of Uyo
Umoh Oku Sunday: University of Uyo
Udo Agnes Umana: University of Uyo

African Multidisciplinary Scholarship Journal, 2026, vol. 1, issue 1

Abstract: The rapid digitalisation of commerce has made customer retention a critical success factor for e-commerce businesses. This study examines the relationship between machine learning-based dynamic pricing and customer retention among e-commerce firms in Akwa Ibom State, Nigeria. A survey research design was adopted to collect quantitative data from a representative sample of e-commerce businesses. Regression analysis was employed to test the hypothesis that machine learning-driven dynamic pricing positively influences customer retention. The findings revealed a strong positive correlation (R = 0.728) and indicated that machine learning-based dynamic pricing accounts for 53.0% of the variance in customer retention (R² = 0.530). The regression model was statistically significant (F = 436.864, p

Keywords: Machine Learning-Based Dynamic Pricing; Customer Retention; E-commerce Businesses (search for similar items in EconPapers)
JEL-codes: C45 L81 M31 O33 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:amsjke:2026-09

DOI: 10.59413/amsj/v1.i1.9

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