Al-Hikmah University Journal

One of the principal motivations behind customers’ choice of online retail stores is convenience derived from shopping there.  Despite the fast growth of online shopping in Nigeria, this is still relatively slow as compared with developed nations. So many e-retail outlets in the country are hacked by fraudsters for misrepresentation and defrauding customers thus resulting in transaction inconvenience. Hence, this study examined the moderating role of e-wom in the relationship between e-service convenience and customer loyalty. The population consists of customers of Jumia in Ogun State. Purposive sampling technique was adopted to select sample size of 254 respondents. The study employed the Moderated Hierarchical Regression Model (MHRM) to model the inter-relationships among the variables. The study used STATA 15.0 software. Findings revealed that e-wom has a moderating influence on the relationship between the usage of the e-service convenience and customer loyalty. This is evidenced in that intending customers are keenly interested in experience of existing customers such as complaint, recommendation on social media influences purchase decision. To be more specific, the e-retailers in Ogun State are advised to be mindful of their encounter with intending, and existing customers as it has tendency of advancing to word of mouth expression on the internet.