The Nexus between Innovative Distribution Models and Consumer Retention in the E-Commerce Industry

Osokolo Blessing, Otika Udoka Stephen, Akalazu Emmanuel Chinonye and Mbanaso Patrick Chinomso
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Osokolo Blessing: Department of Management, University of Port Harcourt, Choba, Rivers State, Nigeria.
Otika Udoka Stephen: Department of Marketing, University of Agriculture and Environmental Sciences, Umuagwo, Imo State, Nigeria.
Akalazu Emmanuel Chinonye: Department of Marketing, University of Agriculture and Environmental Sciences, Umuagwo, Imo State, Nigeria.
Mbanaso Patrick Chinomso: Department of Marketing, University of Agriculture and Environmental Sciences, Umuagwo, Imo State, Nigeria.

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Abstract: This study examined the nexus between innovative distribution models and consumer retention in the Nigerian e-commerce industry. Specifically, it investigated the effects of technology adoption, delivery flexibility, omnichannel integration, and last-mile delivery efficiency on customer satisfaction, repurchase intention, customer loyalty, and word-of-mouth advocacy. A descriptive survey research design was adopted. Primary data were collected through a structured questionnaire administered to 385 active e-commerce users selected from Lagos, Abuja, and Port Harcourt, which are major urban centres with substantial e-commerce activity in Nigeria. Data were analysed using descriptive statistics and multiple regression analysis with the aid of SPSS version 25. The findings revealed that innovative distribution models significantly enhanced consumer retention. Technology adoption significantly improved customer satisfaction; delivery flexibility positively influenced repurchase intention; omnichannel integration strengthened customer loyalty; and last-mile delivery efficiency significantly enhanced word-of-mouth advocacy. The study concludes that investment in innovative logistics systems represents a strategic approach to improving customer retention and supporting competitive advantage in the Nigerian e-commerce industry. It recommends greater investment in digital logistics infrastructure, flexible delivery systems, integrated omnichannel operations, and efficient last-mile delivery services to improve customer experience and long-term retention.

Date: 2026-07-07
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Published in Asian Journal of Economics, Finance and Management , 2026, 8 (1), pp.571-599

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05685535

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