Brand Loyalty through Consumer Protection of Selected E-Commerce Firms

Abstract

Ensuring consumer rights and addressing their various concerns has been identified as a crucial step in securing customer loyalty. However, the e-commerce sector in Nigeria has struggled to retain its customers due to its failure to adequately protect consumer rights. This lack of consumer rights protection has resulted in poor customer loyalty, with users frequently abandoning e-commerce platforms. This study examines the effect of consumer protection on brand loyalty within selected e-commerce firms. The research surveyed 497 active users of these e-commerce platforms with a 90.3% return rate and employed multiple regression analysis to assess the results. The findings revealed that consumer protection has a significant effect on purchase decisions (Adj.R² = 0.660, F(3, 445) = 290.639, p < 0.05), customer trust (Adj.R² = 0.580, F(3, 445) = 207.126, p < 0.05) and customer satisfaction (Adj.R² = 0.590, F(3, 445) = 215.819, p < 0.05) of listed e-commerce firms in Lagos State, Nigeria. Consequently, the study concludes that consumer brand protection significantly influences the brand loyalty of selected e-commerce firms, recommending that e-commerce management prioritize the recognition and protection of consumer rights to enhance brand loyalty.