CUSTOMER EXPERIENCE MANAGEMENT AND E-COMMERCE BRAND PERFORMANCE IN A DIGITAL ENVIRONMENT

Abstract

This study examines the relationship between customer experience management (CEM) and e
commerce brand performance in a digital environment, with a focus on online shoppers in Abia State, 
Nigeria. The research adopted a survey design, using both primary and secondary data sources. 
Primary data were collected through a structured online questionnaire administered via Google 
Forms. The sample size was determined using the Taro Yamane formula, from a population of 1,651 
respondents, yielding 267 valid responses from 322 distributed questionnaire. Data were analyzed 
using descriptive statistics and Ordinary Least Squares (OLS) regression at a 0.05 level of 
significance. Findings reveal that website usability, delivery speed and reliability, payment 
convenience, customer service responsiveness, and complaint handling all have significant positive 
relationships with e-commerce brand performance. Among these, complaint handling emerged as the 
strongest predictor, indicating the importance of post-purchase experience in shaping consumer 
perceptions and trust. The study concludes that customer experience management is a critical driver 
of e-commerce brand performance, particularly in emerging digital markets. It recommends that e
commerce firms strengthen complaint resolution systems, improve logistics efficiency, enhance 
payment security, and optimize customer service responsiveness to build trust, improve satisfaction, 
and sustain long-term customer loyalty.