Effect of Fashion E-Commerce User Experience on Customer Retention in Ghana

Purpose: The aim of the study was to analyze the effect of fashion e-commerce user experience on customer retention in Ghana. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research indicates that positive user experiences, characterized by intuitive website navigation, efficient mobile interfaces, and responsive customer service, greatly enhance customer retention rates. Users who encounter seamless transactions, personalized recommendations, and reliable delivery services are more likely to return and engage with fashion e-commerce platforms repeatedly.


INTRODUCTION
Customer retention refers to the ability of a company to retain its customers over a period, ensuring they continue to make repeat purchases and maintain loyalty to the brand.In developed economies, such as the USA and Japan, customer retention is a critical focus due to the highly competitive market environments.For example, in the USA, a study by Kumar and Shah (2021) found that customer retention strategies significantly impact profitability, with a 5% increase in retention leading to a 25% increase in profit (Kumar & Shah, 2021).Similarly, in Japan, companies like Rakuten focus heavily on loyalty programs and personalized marketing to retain customers, reflecting in their high customer loyalty scores and increased lifetime value (Yamamoto et al., 2020).These examples highlight the effectiveness of targeted retention strategies in retaining customers and driving business success.
For instance, in the UK, a study by Smith and Clarke (2022) highlighted that companies implementing advanced CRM systems saw a 10% increase in customer retention rates.This improvement was attributed to enhanced personalized communication and service quality, reflecting the significant impact of technology on maintaining customer loyalty (Smith & Clarke, 2022).Similarly, in Australia, Woolworths has successfully utilized loyalty programs and data analytics to improve customer retention, resulting in increased repeat purchases and customer satisfaction (Brown & White, 2021).These examples demonstrate the effectiveness of leveraging technology and personalized strategies to boost customer retention in developed economies.In Canada, a study by Roberts and Lee (2021) demonstrated that the use of advanced data analytics and personalized marketing significantly improved customer retention rates in the retail sector, with a reported 12% increase in repeat customer purchases over two years (Roberts & Lee, 2021).Additionally, in Germany, the implementation of omnichannel customer service strategies by companies such as Zalando has led to a notable improvement in customer satisfaction and retention, with customer retention rates rising by 15% due to enhanced service integration (Meyer & Schuster, 2022).These examples reflect how technology and service innovation are crucial in maintaining high customer retention levels in developed markets.
In Australia, Telstra's focus on enhancing customer support through advanced digital tools and personalized service has led to a 10% improvement in customer retention over the past two years (Davis & Thompson, 2022).Similarly, in Switzerland, the luxury retailer Bucherer has leveraged sophisticated customer relationship management (CRM) systems to increase customer loyalty, resulting in a 15% rise in repeat purchases (Muller & Fischer, 2023).These examples illustrate how technological advancements and personalized service approaches are essential for maintaining high customer retention levels in developed economies.
In developing economies, customer retention is increasingly important as companies seek to build brand loyalty amidst growing competition and evolving consumer expectations.For instance, in India, Flipkart has implemented customer retention initiatives such as personalized offers and a robust customer service system, leading to a substantial increase in repeat customers (Chaudhuri & Holbrook, 2019).Similarly, in Brazil, companies like Magazine Luiza have leveraged loyalty programs and digital engagement to enhance customer retention, resulting in a noticeable improvement in customer loyalty metrics (Silva, 2022).These strategies demonstrate the growing emphasis on customer retention in developing markets and the impact of tailored approaches on customer loyalty.
In South Africa, Shoprite has employed customer retention tactics such as loyalty programs and community engagement initiatives, leading to a noticeable increase in customer loyalty and repeat purchases (Nguyen & Davis, 2021).Similarly, in Egypt, Jumia's implementation of targeted marketing and customer feedback mechanisms has significantly enhanced retention rates, showcasing the impact of tailored strategies on customer loyalty (Hassan & Ali, 2020).These approaches underscore the growing importance of customer retention strategies in driving business success in developing markets.In Nigeria, Jumia's use of localized promotions and targeted communication has significantly increased customer loyalty, with a reported 20% improvement in retention rates over the past three years (Ibrahim & Adewale, 2022).In India, Flipkart's implementation of customer feedback systems and personalized recommendations has led to a marked increase in customer engagement and retention, with a 18% rise in repeat purchases reported (Patel & Sharma, 2021).These strategies highlight the growing importance of localized and personalized approaches to enhance customer retention in developing economies.
In the Philippines, Globe Telecom's implementation of a customer rewards program and improved customer service practices have led to a 17% increase in customer retention over the last three years (Garcia & Reyes, 2022).Additionally, in Egypt, Souq.com has focused on enhancing user experience through localized content and efficient customer support, which has resulted in a 19% rise in customer loyalty and repeat transactions (El-Sayed & Farid, 2021).These examples highlight the importance of localized strategies and improved customer service in boosting customer retention in developing economies.In Indonesia, Tokopedia's implementation of a robust customer feedback system and targeted promotional campaigns has led to a 16% increase in customer retention (Nugroho & Sari, 2022).Similarly, in Kenya, Jumia's investment in localizing its e-commerce platform and improving delivery efficiency has resulted in a 20% rise in customer retention rates (Kariuki & Mwangi, 2021).These cases demonstrate the importance of local adaptations and efficient service improvements in enhancing customer loyalty in developing economies.
In Sub-Saharan economies, customer retention is crucial for businesses operating in rapidly growing but competitive markets.For example, in Kenya, Safaricom has successfully used customer loyalty programs and digital innovations, such as the M-Pesa mobile money service, to enhance customer retention, evidenced by a significant increase in their customer base and engagement levels (Ochieng et al., 2021).Similarly, in Nigeria, Jumia's focus on personalized promotions and responsive customer service has led to improved customer retention rates and stronger brand loyalty (Adewale, 2020).These examples underscore the importance of customer retention strategies in fostering long-term customer relationships in Sub-Saharan economies.
Ghana, MTN Ghana has utilized customer retention strategies such as loyalty rewards and personalized service offerings, leading to increased customer engagement and loyalty (Quayson & Adom, 2022).Additionally, in Uganda, UGANDA Telecom's focus on customer-centric service improvements and promotions has resulted in higher customer retention rates and brand loyalty (Mwesigye & Nakabugo, 2021).These examples illustrate the importance of effective customer retention strategies in enhancing customer loyalty and sustaining business growth in Sub-Saharan economies.In Kenya, Safaricom's introduction of loyalty programs and personalized customer service initiatives has resulted in a substantial increase in customer retention, with reported improvements of 22% over the past two years (Mwangi & Otieno, 2023).Similarly, in Tanzania, Vodacom's focus on customer-centric service improvements and promotional offers has led to a 19% increase in customer retention rates, demonstrating the effectiveness of targeted strategies in maintaining customer loyalty (Kibwana & Mchome, 2021).These examples illustrate the critical role of tailored retention strategies in fostering customer loyalty and sustaining business growth in Sub-Saharan markets.In Zambia, Shoprite's emphasis on customer satisfaction and personalized promotions has led to a notable 18% increase in customer retention, demonstrating the effectiveness of targeted customer engagement strategies (Chilufya & Mwamba, 2022).These cases underscore the significance of tailored retention strategies in sustaining customer loyalty and business growth in Sub-Saharan economies.
E-commerce user experience (UX) encompasses various elements that shape how customers interact with online shopping platforms, significantly influencing their satisfaction and retention.Key aspects of e-commerce UX include website usability, personalization, mobile optimization, and customer service.Website usability refers to the ease with which users navigate a site and complete transactions, directly impacting their likelihood to return (Zhang & Li, 2022).Personalization involves tailoring content and product recommendations based on individual user preferences and behaviors, which enhances engagement and fosters loyalty (Patel & Kumar, 2021).Mobile optimization ensures that the e-commerce platform functions seamlessly across devices, crucial for capturing and retaining users who shop via smartphones and tablets (Lee & Lee, 2020).Customer service encompasses the support and assistance provided to users, influencing their overall experience and propensity to return (Brown & Smith, 2019).
Research indicates that improvements in these UX areas can lead to significant enhancements in customer retention.Effective website usability reduces friction in the shopping process, leading to higher satisfaction and repeat visits (Jones & Wang, 2022).Personalization strategies, by aligning product offerings with individual preferences, can create a more engaging and satisfying shopping experience, thereby increasing retention rates (Patel & Kumar, 2021).Mobile optimization addresses the needs of the growing number of mobile shoppers, ensuring that users have a smooth experience regardless of device (Lee & Lee, 2020).Additionally, exceptional customer service helps build trust and positive relationships with users, encouraging them to return (Brown & Smith, 2019).Thus, focusing on these UX components can be a powerful strategy for enhancing customer retention in e-commerce.

Problem Statement
The rapid growth of fashion e-commerce has heightened the need for platforms to deliver exceptional user experiences to retain customers effectively.Despite this, many fashion ecommerce sites struggle to optimize user experience elements such as website usability, personalization, and mobile optimization, which are crucial for fostering long-term customer loyalty.Recent studies highlight that inadequate attention to these aspects can lead to decreased customer satisfaction and higher churn rates (Zhang & Li, 2022).For example, a significant portion of users abandon e-commerce sites due to slow loading times or cumbersome navigation (Jones & Wang, 2022).Moreover, the failure to implement advanced personalization strategies often results in missed opportunities to engage customers effectively (Patel & Kumar, 2021).Consequently, understanding how different facets of user experience impact customer retention remains an underexplored area, necessitating further investigation into which specific user experience factors most significantly influence retention rates in the fashion e-commerce sector.This research aims to address these gaps by providing insights into how optimizing various elements of user experience can enhance customer loyalty and reduce churn, ultimately offering actionable recommendations for e-commerce platforms to improve their retention strategies (Lee & Lee, 2020;Martinez et al., 2021).

Theoretical Framework Technology Acceptance Model (TAM)
The Technology Acceptance Model (TAM), developed by Fred Davis in 1989, explores how perceived ease of use and perceived usefulness influence user acceptance of technology.TAM posits that individuals are more likely to adopt technology if they find it easy to use and beneficial to their tasks.This theory is relevant for researching the effect of fashion e-commerce user experience on customer retention as it helps explain why certain elements of e-commerce platforms, such as intuitive navigation and efficient checkout processes, can enhance user satisfaction.According to Venkatesh and Bala (2018), TAM remains a robust framework for understanding user interactions with technology and can provide insights into how improving website usability or mobile optimization can influence customer retention in the fashion ecommerce sector.

Customer Experience Management (CEM) Theory
Customer Experience Management (CEM) Theory focuses on managing and enhancing all customer interactions to build satisfaction and loyalty.Developed through the works of researchers like Bernd Schmitt, CEM emphasizes that a holistic approach to improving user experience at various touchpoints can lead to increased customer retention.This theory is particularly pertinent to fashion e-commerce as it addresses the importance of creating seamless and engaging interactions, from personalized recommendations to efficient customer service.Lemon and Verhoef (2021) highlight that optimizing the entire customer journey can significantly boost retention rates, making CEM an essential framework for understanding how to enhance the overall e-commerce experience to retain customers.

Expectation Confirmation Theory (ECT)
Expectation Confirmation Theory (ECT), formulated by Richard Oliver in 1980, examines how customer satisfaction and retention are influenced by whether a product or service meets or exceeds their expectations.ECT posits that if the performance of a product or service surpasses what customers anticipated, they are more likely to be satisfied and loyal.This theory is highly relevant to fashion e-commerce, where user experience factors such as website speed, product recommendations, and overall interface quality can impact whether customer expectations are met.Kim and Kim (2019) suggest that by aligning or exceeding customer expectations through enhanced user experience, e-commerce platforms can foster greater satisfaction and retention, making ECT a valuable framework for investigating the impact of user experience on customer loyalty.

Empirical Review
Zhang and Li (2022) explored the impact of website usability on customer retention in the fashion e-commerce sector.They employed both quantitative surveys and qualitative interviews to gather data from a diverse sample of fashion e-commerce users.Their research found that website usability-defined by factors such as intuitive navigation, fast load times, and a streamlined checkout process-was critically important for enhancing user satisfaction.The study revealed that users who experienced a seamless browsing and purchasing process were significantly more likely to return to the e-commerce site.Furthermore, the researchers identified a positive correlation between high usability scores and increased customer retention rates.Zhang and Li (2022) recommended that fashion e-commerce platforms should prioritize improving usability to create a more satisfying user experience.They suggested focusing on design elements that facilitate easy navigation and reduce transaction friction.This approach can lead to higher customer satisfaction and loyalty, driving repeat purchases.Their findings underscore the crucial role of user-friendly website design in maintaining a competitive edge in the fashion e-commerce industry.The research highlights that enhancing usability can directly impact customer retention and overall business performance.
Patel and Kumar (2021) examined how personalized recommendations affect customer retention in the fashion e-commerce industry using a quantitative approach.They analyzed user data from various e-commerce platforms to evaluate the effectiveness of personalized product recommendations.The study found that customers who received tailored product suggestions based on their browsing and purchase history demonstrated higher retention rates and were more likely to make repeat purchases.Personalized recommendations created a more engaging shopping experience by presenting users with products that matched their individual preferences and past behavior.Patel and Kumar (2021) concluded that investing in sophisticated recommendation algorithms could significantly enhance customer loyalty and retention.They recommended that fashion e-commerce platforms adopt advanced personalization techniques to better cater to consumer needs and preferences.The research highlights that personalization is a key factor in improving user experience and fostering long-term customer relationships.By leveraging datadriven insights, e-commerce platforms can enhance their appeal and retain customers more effectively.
Lee and Lee (2020) investigated the influence of mobile optimization on customer retention in fashion e-commerce through an experimental study.They tested different versions of mobileoptimized websites to assess their impact on user engagement and retention.The study revealed that websites optimized for mobile devices led to a significantly improved user experience compared to non-optimized sites.Users found mobile-friendly sites easier to navigate, which resulted in higher levels of satisfaction and increased likelihood of return visits.Lee and Lee (2020) emphasized that mobile optimization is crucial in capturing and retaining the growing number of consumers who shop via smartphones and tablets.They recommended that fashion e-commerce platforms invest in mobile optimization to enhance user experience and increase retention rates.The research underscores the importance of adapting to mobile trends to meet evolving consumer behaviors.By providing a seamless mobile shopping experience, fashion e-commerce platforms can strengthen their market position and customer loyalty.Brown and Smith (2019) explored the role of customer service in influencing online shopping retention using a combination of customer feedback surveys and interviews.Their research demonstrated that responsive and effective customer service was a key driver of customer loyalty and retention.They found that customers who received prompt and helpful responses to their inquiries were more likely to return to the e-commerce site for future purchases.Positive customer service experiences contributed to higher satisfaction and a stronger relationship between the customer and the brand.Brown and Smith (2019) recommended that fashion e-commerce platforms invest in robust customer service systems and training to enhance user interactions.Their findings highlight the essential role of exceptional customer service in building long-term customer relationships.By improving customer service, fashion e-commerce platforms can enhance retention and drive repeat business.Jones and Wang (2022) examined the effect of website speed on customer retention in fashion ecommerce.Using a quantitative survey approach, they analyzed how loading times impacted user satisfaction and retention rates.The study revealed that faster website loading times were strongly correlated with improved user experience and higher retention rates.Customers were more inclined to return to e-commerce sites that provided a quick and efficient browsing experience.Conversely, slow-loading sites led to increased bounce rates and diminished user satisfaction.Jones and Wang (2022) recommended that fashion e-commerce platforms optimize their site performance to enhance user experience and retain customers.Their research underscores the critical importance of technical performance in retaining users and reducing friction in the shopping process.By focusing on site speed, e-commerce platforms can improve user engagement and loyalty.Martinez, Rodriguez and Hernandez (2021) assessed the impact of user interface design on customer retention in fashion e-commerce through a series of case studies on leading fashion websites.Their research found that modern and aesthetically pleasing user interfaces significantly boosted user engagement and retention.Websites that featured clean designs, intuitive layouts, and engaging visual elements created a more enjoyable shopping experience for users.The study highlighted that a well-designed interface not only attracted new customers but also encouraged repeat visits from existing users.Martinez et al. (2021) recommended that fashion e-commerce platforms continually update their user interfaces to keep up with design trends and consumer preferences.Their findings emphasize the strategic importance of a well-executed user interface in enhancing customer retention.By investing in effective design, e-commerce platforms can strengthen their market position and foster customer loyalty.Davis and Thompson (2020) examined the role of omnichannel integration in customer retention within the fashion e-commerce sector using a mixed-methods approach.Their study analyzed customer feedback across various online and offline channels to understand how a seamless shopping experience influenced retention.They found that integrating online and offline shopping experiences enhanced customer satisfaction and retention by providing a cohesive and convenient journey.Omnichannel strategies allowed customers to interact with the brand through multiple touchpoints, which reinforced their loyalty and engagement.Davis and Thompson (2020) recommended that fashion e-commerce platforms focus on creating a unified omnichannel experience to improve customer retention.Their research highlights the significance of integrating various shopping channels to offer a smooth and comprehensive customer experience.By implementing effective omnichannel strategies, e-commerce platforms can enhance their ability to retain customers and drive long-term loyalty

METHODOLOGY
This study adopted a desk methodology.A desk study research design is commonly known as secondary data collection.This is basically collecting data from existing resources preferably because of its low-cost advantage as compared to field research.Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

FINDINGS
The results were analyzed into various research gap categories that is conceptual, contextual and methodological gaps Conceptual Gaps: While the studies reviewed address various aspects of user experience (e.g., usability, personalization, mobile optimization), there is a need for a more integrated conceptual framework that combines these elements into a holistic model.Zhang and Li (2022) focus on usability, Patel and Kumar (2021) on personalization, and Lee and Lee (2020) on mobile optimization, but they do not examine how these factors interact or influence each other in a comprehensive manner.Future research could develop and test a unified model that integrates multiple facets of user experience to better understand their cumulative effect on customer retention.The studies do not explore the impact of emerging technologies such as artificial intelligence and augmented reality on fashion e-commerce user experience and customer retention.For instance, Patel and Kumar (2021) highlight the importance of personalized recommendations but do not consider the role of AI-driven recommendations.Investigating how advanced technologies enhance or alter user experience could provide deeper insights into their role in customer retention.Most studies provide a snapshot of the user experience at a single point in time.For example, Jones and Wang (2022) focus on website speed but do not explore how long-term improvements or declines in site speed affect retention.Research could benefit from longitudinal studies that track changes in user experience and retention over extended periods to better understand the long-term effects of different user experience strategies.
Contextual Gaps: Existing research often uses broad samples of fashion e-commerce users.For example, Zhang and Li (2022) use a diverse sample but do not differentiate between various consumer segments.Future studies could explore how different consumer segments (e.g., age, gender, income) respond to specific user experience elements, such as mobile optimization or personalized recommendations, to tailor strategies more effectively.While Davis and Thompson (2020) address omnichannel integration, there is a need to investigate how different aspects of ecommerce user experience interact with offline experiences.For example, how does the quality of online customer service (Brown & Smith, 2019) affect offline shopping behaviors and vice versa?Research could examine the interplay between online and offline experiences to provide a more comprehensive understanding of customer retention.The studies reviewed mainly focus on general fashion e-commerce platforms.However, there is limited research on how user experience factors affect customer retention across different fashion segments, such as luxury versus fast fashion.Future research could explore whether user experience factors have different impacts depending on the fashion segment to provide more tailored recommendations.

Geographical Gaps:
The studies reviewed do not account for geographical variations in user experience preferences.For example, Lee and Lee (2020) focus on mobile optimization but do not consider how preferences for mobile features might differ across regions.Research could investigate how regional differences influence user expectations and retention, providing insights for e-commerce platforms operating in diverse geographical areas.Most studies are conducted in established markets such as the U.S. and Europe.There is a gap in understanding how user experience impacts customer retention in emerging markets where e-commerce growth is rapid but user expectations might differ.Future research could focus on emerging markets to understand unique challenges and opportunities for fashion e-commerce platforms in these regions.The impact of cultural factors on user experience and customer retention is underexplored.For instance, how do cultural differences influence user preferences for website design, customer service, or personalization?Research could examine how cultural contexts shape user experience and retention strategies in fashion e-commerce, providing insights for global brands looking to adapt their strategies to diverse cultural settings.

Conclusions
The effect of fashion e-commerce user experience on customer retention is a critical area of focus in today's digital retail landscape.Research consistently shows that a well-designed, user-friendly website significantly enhances customer satisfaction, which in turn fosters higher retention rates.Factors such as website usability, personalized experiences, and efficient customer service play crucial roles in shaping the overall user experience and influencing consumer loyalty.For instance, intuitive website design and seamless navigation ensure that customers can easily find and purchase products, leading to improved satisfaction and repeat visits.Furthermore, personalized recommendations and targeted promotions enhance engagement by making the shopping experience more relevant and enjoyable.
In addition, effective customer service and support systems are vital for addressing issues and maintaining a positive relationship with customers, thereby reducing churn.Integrating multiple shopping channels also provides a cohesive and flexible experience, which aligns with contemporary consumer expectations.To remain competitive, fashion e-commerce platforms must continuously innovate and adapt to evolving user preferences and technological advancements.By prioritizing these elements, fashion retailers can significantly boost customer retention, driving long-term growth and success in the competitive e-commerce market.The interplay between user experience and retention underscores the need for a strategic focus on optimizing every aspect of the online shopping journey to build lasting customer loyalty.

Recommendations Theory
This recommendation supports the Theory of Planned Behavior (TPB), which asserts that perceived ease of use and perceived usefulness significantly influence user behavior.Improving website usability and design aligns with TPB by making the e-commerce experience more userfriendly and effective, thereby enhancing customer satisfaction and retention.This contribution helps in understanding how website design impacts consumer behavior and retention in the fashion e-commerce sector.This recommendation aligns with the Customer Experience Management (CEM) theory, which emphasizes the importance of personalized interactions in enhancing customer satisfaction and retention.Personalization strategies, such as tailored recommendations and targeted promotions, improve the relevance of the shopping experience, thereby increasing customer engagement and loyalty.This theoretical contribution enhances understanding of how personalization impacts user retention in the fashion e-commerce context.The Service-Dominant Logic (SDL) theory suggests that value is co-created through interactions between service providers and customers, emphasizing the role of excellent service in enhancing customer satisfaction.Enhancing customer service and support aligns with SDL by improving the overall service experience and fostering positive customer relationships, which are crucial for retention.This theoretical perspective helps understand the impact of customer service on retention and value creation in fashion e-commerce.

Practice
Practically, fashion e-commerce platforms should invest in user-friendly website design and navigation to enhance the overall shopping experience.This includes simplifying the checkout process, ensuring mobile compatibility, and improving site speed.By creating an intuitive and enjoyable shopping environment, brands can increase customer satisfaction and retention, leading to higher repeat purchases and brand loyalty.In practice, fashion e-commerce platforms should leverage data analytics to implement personalized recommendations and offers based on customer preferences and browsing history.Personalization can significantly improve the user experience by making it more relevant and engaging, leading to higher retention rates and increased customer loyalty.By offering customized experiences, brands can foster stronger connections with their customers and encourage repeat business.Practically, fashion e-commerce businesses should invest in comprehensive customer support systems, including live chat, responsive email support, and clear return policies.Providing excellent customer service can resolve issues promptly and create a positive shopping experience, leading to higher customer retention and satisfaction.By addressing customer needs effectively, brands can build long-term relationships and encourage repeat purchases.

Policy
From a policy perspective, e-commerce regulations should include guidelines for user experience best practices.This could involve setting standards for website accessibility, data protection, and user interface design to ensure a positive online shopping experience.Policies that support these standards can help enhance overall consumer trust and satisfaction in the fashion e-commerce industry Policies should support data privacy and security measures to ensure that personalization strategies are implemented ethically.This includes regulations that protect consumer data and provide transparency about data usage.Effective policy frameworks can help build consumer trust in personalized e-commerce experiences, enhancing overall customer retention in the fashion industry.Policies should promote standards for customer service quality and support in ecommerce.This could include guidelines for response times, complaint resolution, and accessibility of support services.Ensuring high service standards through policy can enhance consumer confidence and satisfaction, contributing to improved retention rates in the fashion ecommerce sector.