MODERATING ROLE OF NETWORK CONVENIENCE ON THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN ONLINE BUSINESS PRACTICE IN NIGERIA

Maintaining customer is one of the phenomena of great concern among marketers including online service providers in Nigeria. This has called for contributions towards guiding and directing concerned authorities on how to formulate effective marketing strategies that are viable for effective customer retention management. Upon this mandate, this paper has conceptualized a framework that explored the moderating role of network convenience on the nexus between customer satisfaction and customer loyalty in online business practice in Nigeria. The aim of this paper was to explore a conceptual framework that can serve as a convenient tool for accessing online buying and selling in Nigeria. This paper adopted a literature review method for synthesizing several views and ideas relating to service marketing models. This paper concluded that effective network convenience can strengthen the relationship between customer satisfaction and customer loyalty in online business practice in Nigeria. The paper recommended that online service providers should put hands on deck to see that their customers are properly satisfied so that they can remain loyal to their businesses.