Customer Journey Mapping in the Age of E-commerce: Insights from Millennials in South-East Nigeria

Abstract

This study investigates the impact of customer journey mapping on e-commerce behaviors among millennials in Southeast Nigeria. Focusing on four key dimensions: website usability, trust in digital payment systems, mobile responsiveness, and post-purchase support—the research examines how these factors influence purchase decisions, customer satisfaction, retention, and loyalty. Data were collected via questionnaires distributed to millennials in select federal and state universities across Anambra, Enugu, and Imo states, achieving a 62% response rate. Using statistical analysis, the study found significant positive relationships between each journey element and corresponding consumer outcomes, underscoring the importance of a seamless, secure, and responsive digital shopping experience. The findings offer practical insights for e-commerce businesses seeking to enhance millennial engagement and competitiveness in Nigeria’s growing online market. The study recommended that there should be improving website design, strengthening payment security, optimizing mobile platforms, and enhancing post-purchase services. This research contributes to the understanding of digital consumer behavior in developing economies and supports strategies for effective customer journey management.