




































American Interdisciplinary Journal of Business and 

Economics  
ISSN: 2837-1909| Impact Factor : 8.87 

Volume. 12, Number 2; April- June, 2025; 

Published By: Scientific and Academic Development Institute (SADI) 

8933 Willis Ave Los Angeles, California 

https://sadijournals.org/index.php/AIJBE| editorial@sadijournals.org 

 

 

1 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

A STRUCTURAL ANALYSIS OF DIGITAL CUSTOMER ENGAGEMENT 

DRIVERS AND THEIR INFLUENCE ON CUSTOMER SATISFACTION IN 

NIGEIA’S PORT LOGISTICS SERVICE ECOSYSTEM 
 

1Aniebiet J. Etuk, 2Aniekan Eyo Awah and 3Aniefiok Okon Akpan 
1Department of Marketing, Akwa Ibom State. University, Obio Akpa Campus. 

2,3Department of Marketing, University of Uyo, Akwa Ibom State. 

E-mail: aniekaneawah@uniuyo.edu.ng 

DOI:https://doi.org/10.5281/zenodo.15546277 

ABSTRACT: In the rapidly evolving digital economy, customer engagement has emerged as a critical determinant 

of business success, particularly within complex service ecosystems such as port logistics. In Nigeria, where port 

operations are vital to trade and economic development, the adoption of digital tools to enhance customer 

interaction and satisfaction is gaining prominence. This study conducts a structural analysis of the key drivers of 

digital customer engagement and investigates their influence on customer satisfaction within Nigeria’s port 

logistics sector. By exploring the influence of digital customer engagement drivers on customer satisfaction in 

Nigeria’s port logistics service ecosystem, the research aims to provide actionable insights into optimizing digital 

engagement strategies for improved service delivery and stakeholder experience. To achieve this objective, the 

main source of data was through primary source with the use of questionnaire. The researcher adopted the survey 

research design approach and data were collected from 323 respondents drawn from the port logistics service 

firms’ customers’ base. A total number of 318 copies of the questionnaire were retrieved in useable form 

representing 98.5 percent of data analyzed using the Simple Regression Model (SRM). Data generated from the 

study were processed using descriptive and inferential statistics and hypotheses tested at0.05 level of significance. 

Findings revealed that digital customer engagement drivers had significant influence on customer satisfaction 

within Nigeria’s port logistics service ecosystem. Thus, the study recommended that the port managers should 

utilize predictive analytics to deliver proactive services by examining historical customer behavior, shipment 

patterns, and cargo categories to anticipate future customers’ needs. 

Keywords: Digital Customer Engagement Drivers, Port Service Personalization, Online Payment Integration, 

Customer Satisfaction. 

 

Introduction 

In the rapidly evolving global economy, digital transformation has become a cornerstone for enhancing customer 

experience and operational efficiency across various sectors. The port logistics service ecosystem in Nigeria, a 

vital conduit for international trade and economic development, is no exception. As logistics operations grow more 

complex, the need for seamless, responsive, and customer-centric services has intensified. In this context, digital 

mailto:aniekaneawah@uniuyo.edu.ng


Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

2 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

customer engagement (DCE) has emerged as a strategic tool for fostering stronger relationships between service 

providers and customers. 

Digital customer engagement encompasses the use of digital technologies—such as mobile apps, web platforms, 

social media, and online payment integration, personalization and real-time communication tools— to interact 

with, inform, and support customers throughout their service journey. These engagement drivers, when effectively 

deployed, have the potential to enhance customer satisfaction by improving transparency, responsiveness, and 

service reliability. However, in Nigeria’s port logistics sector—characterized by infrastructural challenges, 

regulatory complexities, and service delays—the adoption and impact of DCE initiatives remain underexplored 

(Etuk, Akpan and Awah, 2025). 

Understanding the influence of digital engagement drivers—such as ease of access to information, responsiveness 

to queries, personalized communication, and online service integration—on customer satisfaction is crucial for 

improving service delivery and competitiveness. This study aims to investigate how these digital engagement 

mechanisms affect customer satisfaction within Nigeria's port logistics ecosystem. By identifying the most 

impactful drivers, the research seeks to provide actionable insights for policymakers, port authorities and logistics 

firms striving to modernize operations and meet rising customer expectations in a digital age. 

Statement of the Problem 

In Nigeria's rapidly evolving port logistics service ecosystem, digital transformation has become a key priority for 

enhancing operational efficiency and customer experience. However, despite increasing investments in digital 

platforms—such as online tracking systems, customer portals, mobile applications, and social media channels—

customer satisfaction remains inconsistent and often below expectations. This disconnect suggests that the mere 

availability of digital engagement tools does not automatically translate into improved customer outcomes. 

Key drivers of digital customer engagement—such as system usability, responsiveness, personalization, reliability, 

online payment integration and communication—may not be effectively aligned with customer expectations or 

contextual realities in Nigeria's port logistics sector. Moreover, there is limited empirical evidence examining how 

these drivers influence customer satisfaction in this specific environment, where challenges such as infrastructural 

deficiencies, regulatory inefficiencies, and human capital gaps persist. 

Without a clear understanding of which digital engagement factors significantly affect customer satisfaction, 

service providers risk misallocating resources or under-delivering value. This study seeks to address this critical 

gap by exploring the influence of digital customer engagement drivers on customer satisfaction, providing data-

driven insights to support more strategic digital transformation efforts within Nigeria’s port logistics service 

ecosystem. 

Objectives of the Study  

 The main objective of this study was to examine the influence of digital customer engagement drivers on 

customer satisfaction of Nigeria’s port logistics ecosystem. The specific objectives therefore include to: 

 Examine the influence of port service personalization on customer satisfaction of Nigeria’s port logistics 

service ecosystem. 

 Ascertain how online payment integration influences customer satisfaction of Nigeria’s port logistics 

service ecosystem. 

Research Questions  

This study attempt to provide answers to the following research questions: 



Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

3 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

 What is the influence of port service personalization on customer satisfaction of Nigeria’s port logistics 

service ecosystem? 

 To what extent does online payment integration influences customer satisfaction of Nigeria’s port logistics 

service ecosystem? 

Research Hypotheses 

The following hypotheses were postulated to guide the study  

Ho1:Port service personalization does not significantly influence customer satisfaction of Nigeria’s port logistics 

service ecosystem. 

Ho2: Online payment integration does not significantly influence customer satisfaction of Nigeria’s port logistics 

service ecosystem. 

Review of Related Literature 

Concept of Digital Customer Engagement Drivers 

The Nigerian port logistics sector is undergoing a significant transformation, embracing digital technologies to 

enhance operational efficiency and customer satisfaction. Digital customer engagement drivers—such as online 

payment integration, real-time tracking, port service personalization and automated services—play a pivotal role 

in this evolution. Understanding these drivers is crucial for stakeholders aiming to improve service delivery and 

maintain competitiveness in the global maritime industry. 

Digital customer engagement drivers refer to the technological tools and strategies employed to interact with 

customers, streamline services, and foster long-term relationships. In the context of port logistics, these include: 

 Online Service Platforms: Web-based portals enabling customers to access services such as cargo 

tracking, payment processing, and documentation. 

 Real-Time Tracking Systems: GPS and IoT technologies providing live updates on cargo movement, 

enhancing transparency and trust. 

 Automated Communication Channels: Chat bots and automated emails facilitating timely information 

dissemination and customer support. 

 Mobile Applications: Apps offering on-the-go access to port services, improving convenience for users. 

Nigeria has initiated several digital initiatives to modernize its port operations: 

 Digitalization Roadmap: The Nigerian Ports Authority (NPA) aims to achieve full digitalization of port 

operations by 2025, focusing on creating a paperless and efficient system .(Ship Technology) 

 Electronic Truck Call-Up System (ETO): Implemented to manage truck traffic and reduce congestion at 

ports, enhancing operational efficiency. 

 Electronic Regulatory Port Portal (ERPP): Developed by the Nigerian Shippers’ Council to streamline 

regulatory processes and improve transparency .(shippingposition) 

 Online Terminal Services: Platforms like the one launched by the West Africa Container Terminal 

(WACT) at the Port of Onne allow customers to manage cargo movements digitally, offering real-time visibility 

and control .(The Guardian Nigeria) 

The adoption of digital customer engagement drivers has led to: 

 Enhanced Transparency: Real-time tracking systems provide customers with up-to-date information on 

cargo status, fostering trust.(adubiexpress.com) 

 Improved Efficiency: Automated processes reduce delays and errors, leading to faster service delivery. 

https://www.ship-technology.com/news/nigeria-digitalised-port-operations/?utm_source=chatgpt.com
https://shippingposition.com.ng/port-digitalization-still-in-hybrid-stage-due-to-economic-challenges-shippers-council/?utm_source=chatgpt.com
https://guardian.ng/business-services/firm-launches-digital-platform-to-aid-cargo-movement/?utm_source=chatgpt.com
https://adubiexpress.com/the-role-of-technology-in-revolutionizing-logistics-in-nigeria/?utm_source=chatgpt.com


Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

4 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

 Increased Accessibility: Mobile applications and online platforms make it easier for customers to access 

services anytime, anywhere. 

 Personalized Services: Data analytics enable the customization of services to meet individual customer 

needs. 

Digital customer engagement drivers can aid to transform Nigeria's port logistics ecosystem, offering opportunities 

for improved efficiency, transparency, and customer satisfaction. While challenges exist, strategic investments in 

infrastructure, capacity building, and policy development can facilitate the successful integration of digital 

technologies, positioning Nigeria's ports as competitive players in the global maritime industry. 

Port Service Personalization and Customer Satisfaction 

Port service personalization involves tailoring port services to meet the specific needs and preferences of individual 

customers. This approach aims to enhance customer satisfaction, loyalty and operational efficiency by delivering 

customized experiences. In the context of port logistics, personalization can encompass various aspects, including 

real-time cargo tracking, customized communication channels and flexible service offerings (Taylor and Francis, 

2025). 

Nigeria's port sector has been undergoing significant reforms aimed at enhancing efficiency and competitiveness. 

The Nigerian Ports Authority (NPA) has embarked on a digitalization roadmap to transform port operations into a 

fully digital ecosystem by 2025. This initiative includes the deployment of systems such as the Oracle Enterprise 

Business Suite and the Billing/Revenue and Invoice Management System (RIMS) to streamline operations and 

improve customer service. Despite these efforts, the digitalization process remains in a hybrid stage due to 

economic challenges and infrastructural constraints. Many stakeholders still rely on manual processes, which 

hampers the full realization of personalized services (Nwachukwu, 2023). 

Adopting a customer-centric approach is crucial for enhancing user acquisition and retention in the logistics 

industry. Companies like Sendy Fulfilment have demonstrated the effectiveness of understanding customer pain 

points and tailoring services accordingly. By focusing on reliable, affordable, and tech-driven delivery solutions, 

they have been able to build trust and foster loyalty among their clientele. 

In the Nigerian context, implementing loyalty programs and leveraging data analytics can further deepen customer 

engagement. These strategies enable service providers to offer incentives, understand customer behavior and refine 

service offerings to meet evolving customers’ needs. The integration of advanced technologies such as Artificial 

Intelligence (AI) and Machine Learning (ML) plays a pivotal role in personalizing port services. These 

technologies facilitate the analysis of extensive datasets to uncover patterns and insights that inform decision-

making processes. By continuously learning from customer interactions, AI and ML systems can predict future 

behaviors and preferences, enabling proactive service customization. Furthermore, the adoption of Internet of 

Things (IoT) technologies can enhance real-time communication with customers, allowing for prompt responses 

to inquiries and concerns. This capability reinforces a commitment to exceptional service and builds trust with 

customers (Etuk, 2025). 

Port service personalization plays a pivotal role in enhancing customer satisfaction within Nigeria's port logistics 

ecosystem. By aligning services with individual customer needs and expectations, ports can improve service 

quality and foster customer loyalty. Addressing infrastructural, technological, and human resource challenges is 

essential to fully realize the benefits of personalized services. 

Online Payment Integration and Customer Satisfaction 



Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

5 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

The integration of online payment systems has revolutionized service delivery across various sectors in Nigeria, 

including the port logistics industry. As ports serve as critical nodes in global trade, the efficiency and reliability 

of their services, including payment processes, significantly impact customer satisfaction. Understanding how 

online payment integration influences customer experiences in Nigeria's port logistics sector is essential for 

enhancing service quality and competitiveness. 

Nigeria has witnessed a significant shift towards electronic payment systems, driven by advancements in 

Information and Communication Technology (ICT) and the Central Bank of Nigeria's cashless policy initiatives. 

Electronic payment methods, such as mobile banking, internet banking, and point-of-sale (POS) systems, have 

become increasingly prevalent, offering convenience and efficiency to users. A study by Fenuga and Kolade (2010) 

highlighted that electronic payments have a substantial impact on service delivery, improving management 

efficiency and customer satisfaction in Nigerian banks.  

The adoption of online payment systems in the port logistics sector enhances customer satisfaction through several 

avenues: 

 Convenience and Efficiency: Online payments eliminate the need for physical presence, reducing 

transaction times and queues. This convenience aligns with customer expectations for swift and seamless services. 

 Reliability and Trust: Secure and reliable payment platforms build customer trust. The study by Mbamalu 

(2022) emphasized that reliability and trust are critical determinants of customer satisfaction in e-service contexts.  

 Accessibility: Online payments provide 24/7 access to services, catering to customers' needs beyond 

traditional working hours. 

However, Awah, Akpan and Affiah (2025) posits that challenges such as network reliability, cybersecurity 

concerns, and limited digital literacy can hinder the effectiveness of online payment systems, potentially affecting 

customer satisfaction negatively. In the context of Nigeria's port logistics services, integrating online payment 

systems can streamline operations such as cargo handling fees, customs duties, and other related charges. 

According to them, efficient payment processes can lead to: 

 Reduced Delays: Prompt payments facilitate quicker clearance and movement of goods, enhancing overall 

service delivery. 

 Transparency: Digital payment records provide clear transaction histories, aiding in dispute resolution 

and fostering trust. 

 Customer Empowerment: Providing multiple payment options empowers customers to choose methods 

that best suit their preferences, improving their overall experience. 

The integration of online payment systems holds significant promise for enhancing customer satisfaction in 

Nigeria's port logistics service ecosystem. By offering convenience, reliability, and efficiency, these systems can 

transform service delivery and customer experiences. However, successful implementation necessitates addressing 

infrastructural, security, and educational challenges to fully realize the benefits of digital payment integration. 

Customer Satisfaction 

Customer satisfaction is a pivotal metric in assessing the performance and competitiveness of port logistics 

services. In Nigeria, the efficiency and quality of port services directly influence trade facilitation, economic 

growth, and stakeholder confidence. Understanding the determinants of customer satisfaction within this sector is 

essential for implementing improvements and fostering sustainable development. Customer satisfaction in port 

logistics refers to the degree to which port users' expectations are met or exceeded by the services provided. Key 

factors influencing satisfaction include service reliability, responsiveness, assurance, empathy, and tangibility. 



Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

6 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

These dimensions are often evaluated using models like SERVQUAL, which assesses the gap between customer 

expectations and perceptions of service delivery (InderScience). 

Several studies have explored customer satisfaction within Nigeria's port logistics ecosystem. Ugboma et al. (2007) 

employed the SERVQUAL model to assess service quality at Nigerian ports, their study findings revealed that 

dimensions such as reliability and responsiveness significantly impact customer satisfaction. Sakyi et al. (2020) 

conducted a terminal-level analysis of service quality across Nigerian seaports, their study findings revealed that 

responsiveness and assurance were the least rated service quality dimensions, indicating areas needing 

improvement to enhance customer satisfaction. Naziah et al. (2020) in their study evaluated stakeholder 

satisfaction with the performance of selected Nigerian seaports, their study findings revealed that while 

environmental performance was rated high, congestion remained a significant concern affecting overall 

satisfaction. 

Customer satisfaction is integral to the success and competitiveness of Nigeria's port logistics sector. By addressing 

infrastructural, operational, regulatory, and technological challenges, port authorities and stakeholders can enhance 

service quality, meet customer expectations and foster economic growth. Continuous assessment and improvement 

of service delivery are essential for achieving sustained customer satisfaction in the evolving maritime industry 

(InderScience). 

Theoretical Framework 

In this section the theory considered relevant for this study was; 

Technology Acceptance Model (TAM) propounded by Fred Davis (1986) 

This is one of the most widely used models in understanding how users come to accept and use technology. It was 

developed to explain and predict users’ acceptance of new technologies. The model proposes that two major factors 

influence a person decision to adopt and use technology: 

 Perceived usefulness (PU): The degree to which a person believes that using a particular technology will 

enhance their performance or make a task easier. 

 Perceived ease of use (PEOU): The degree to which a person believes that using the technology will be 

free of effort. 

 TAM suggests that when people perceive a technology as useful and easy to use, they are more likely to accept 

and adopt it. This model has been widely applied in studying technology use across various sectors, including 

marketing and consumer behavior. 

Review of Empirical Studies 

Nwidua (2025): Electronic payment systems and customer patronage of shopping malls in south-south zone, 

Nigeria. The study aimed to explore the relationship between electronic payment systems and customer patronage 

of shopping mall. The method for data analysis involved a descriptive survey research method. The finding of the 

study revealed that card payment system, electronic funds transfer and e-wallet payment system had a significant 

relationship with customer patronage of shopping malls in south-south zone, Nigeria. They recommended that 

shopping mall operators in the zone who were yet to introduce sustainable electronic payment system should 

introduce it immediately to promote customer patronage and repeat purchase.   

Amadi and Ikeni (2022): Digital marketing strategy and customer satisfaction with airline operators in Nigeria. 

The study aimed at empirically exploring the relationship between digital marketing strategy and customer 

satisfaction of airline operators in Nigeria. Data obtained were analyzed using the spearman’s rank correlation 

coefficient statistical tool, The study findings revealed a positive and significant relationship between the 

https://www.inderscienceonline.com/doi/10.1504/IJBFMI.2019.105344?utm_source=chatgpt.com
https://www.inderscienceonline.com/doi/10.1504/IJBFMI.2019.105344?utm_source=chatgpt.com


Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

7 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

dimensions of digital marketing strategies (such as mobile website and search engine marketing) and the measures 

of customer fulfilment(customer engagement and electronic word-word-mouth) They recommended that airline 

operators should develop corporate web pages and design their websites to be user-friendly, facilitate the process 

of buying tickets, follow a transparent policy, prepare a web-based campaigns that will surprise, amaze and 

entertain customers. These will improve customer engagement and electronic word-of-mouth.  

METHODOLOGY 

 Design of the Study 

The study utilized a survey research design. Information on both the independent and dependent variables was 

collected from different segments of Nigeria’s port logistics service ecosystem. This approach allowed the 

researcher to reach and interact with a large number of customers within the region’s port logistics services. 

Population of the Study 

The study focused on all customers of Nigeria’s port logistics services, rendering the target population virtually 

unlimited. 

Sampling and the Sample Size determination 

Since the population size for the study was infinite, sample size for this study was determined using the Topman 

Formula at 5% level of tolerable error. 

The formula is given as 

n  =  Z2.pq 

   e2 

Where     n  =  required sample size 

z  =  the value of z-score associated with the degree of confidence is  

  95% confidence level being 1.96 from the Z-score table. 

     p   = 0.7 decimal (positive) 

     q   = 0.3 decimal (negative) 

     e = acceptable tolerance level of error (stated in percentage points) 

     n  =  Z2.pq 

       e2 

  = 1.962. (0.7 x 0.3) 

    0.052 

  = 3.8416 x 0.21 

   0.0025 

 

  = 0.806736 

     0.0025 

 

  = 322.6 

 

  = 323 

 

Therefore, the sample size of the study was 323. 

Sampling Procedure 



Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

8 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

The study adopted a convenience sampling technique to administer the research instrument. This method involved 

selecting participants who were both accessible and available, and who agreed to participate in the research. 

Methods of Data Collection 

 The data analysis involved both descriptive and inferential statistical methods. A simple regression analysis was 

used to evaluate how customer engagement drivers influenced customer satisfaction. All hypotheses were tested 

at a significance level of P>0.05. 

Sources of Data 

 The main source of data employed in this study was the primary data source. The primary data source was a 

structured questionnaire which was served on respondents. The questionnaire was made up of two sections: section 

“A” generated data on demography, while section “B” was made up of two sub- sections which were the 

independent variable (customer engagement drivers) and the dependent variable (customer satisfaction). 

DATA PRESENTATION AND ANALYSIS  

Data Analysis 

Test of Hypothesis One 

Port service personalization does not significantly influence customer satisfaction of Nigeria’s port logistics 

service ecosystem. 

Table 1: Model Summary of the Influence of Port Service Personalization on Customer Satisfaction of 

Nigeria’s Port Logistics Ecosystem 

Model             R            R Square            Adjusted R Square        Std. Error of the Estimate 

1                  .717a            .791                       .713                           .81620 

a. Predictors (constant),Port Service Personalization 

 Source: Field Survey, 2025 

Analysis of Variance of the Influence of Port Service Personalization on Customer Satisfaction of Nigeria’s 

Port Logistics Ecosystem 

Model            Sum of squares            Df         Mean square                F                Sig. 

Regression    1935.941    1           1698.853                   25742.749        .000b 

1 Residual      852.582                         3185.731 

Total             2788.523 319 

a. Dependent Variable: Customer Satisfaction 

b. Predictors: (Constant), Port Service Personalization 

Source: Field Survey, 2025  

The regression in table 1 shows that the coefficient of the constant terms (that is, the explanatory or predictor) 

variable. Payment Systems Reliability has R-value of (.717) which indicates a positive relationship between the 

explanatory variable and the criteria variable. The R-square, the coefficient of determination value is (.791). This 

means that 79.1 percent of the variation on the Customer Satisfaction can be explained from the independent 

variable (Port Service Personalization). The table also shows the adjusted R-square for the model as (.713). But 

adjusted R-square is very useful in multiple regression analysis where it adjusts the R-square by the number of 

predictor values in the model. This adjustment allows the easy comparison of the explanatory power of the models 

with different numbers of independent variables. The F-ratio in the ANOVA table shows the overall regression 



Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

9 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

effect in the model. The F-ratio value is 25742.749 which is significant at 0.000 and is less than 0.05 percent level 

of significance. Therefore we reject the null hypothesis and accept that Port Service Personalization contribute 

towards Customer Satisfaction of Nigeria’s port logistics service ecosystem. 

Hypothesis 2 

Online payment integration does not significantly influence customer satisfaction of Nigeria’s port logistics service 

ecosystem. 

`Table 2:  Model Summary of Online Payment Integration on Customer Satisfaction of Nigeria’s Port 

Logistics Service Ecosystem 

 Model               R           R Square        Adjusted R Square          Std. Error of the Estimate 

 1                  .779         .837                       .741.59521 

a. Predictors: (Constant), Online Payment Integration 

Analysis of Variance of the Influence ofOnline Payment Integration on Customer Satisfaction of Nigeria’s 

Port Logistics Service Ecosystem 

Model            Sum of squares            Df         Mean square                F                Sig. 

Regression    1852.963    1          1572.752                   2649.475        .000b 

1 Residual      864.795                        3187.871 

Total              2717.758S 319 

a. Dependent Variable: Customer Satisfaction 

b. Predictors: (Constant), Online Payment Integration 

Source: Field Survey, 2025 

The regression result in table 2 revealed that the regression coefficient of R-value is (.779) which indicates that 

there is a strong positive relationship existing between online payment integration and customer satisfaction of 

Nigeria’s port logistics service ecosystem. The model summary table shows that the R-Square regression 

coefficient is (.837), which indicate that online payment integration accounts for 83.7 percent of the total variation 

on the customer satisfaction of the port logistics service ecosystem in the study area. The ANOVA table shows the 

F-ratio for the regression model which indicates the statistical significance of the overall regression model. The F-

ratio value is 2649.475 which is statistically significance at 0.000 level, since the probability value (P-V=0.000) is 

less than 0.05 percent, we reject the null hypothesis and upheld the alternative. This means that there is a significant 

influence of Online Payment Integration on Customer Satisfaction in the port logistics service ecosystem. 

Discussion of Findings 

The first hypothesis of this study states that port service personalization does not significantly influence customer 

satisfaction of Nigeria’s port logistics service ecosystem. The findings of the study revealed a significant influence 

of Port service personalization on customer satisfaction of Nigeria’s port logistics service ecosystem. The F-ratio 

in the ANOVA table 1 shows the overall regression effect in the model. The F-ratio was25742.749which was 

significant at 0.000 and was less than 0.05 percent level of significance. This is in consonance with the study of 

Amadi and Ikeni (2022) who found out that there was a significant relationship between digital marketing strategy 

and customer satisfaction with airline operators in Nigeria. 

The second hypothesis of this study states that online payment integration does not significantly influence customer 

satisfaction of Nigeria’s port logistics service ecosystem. The findings of the study revealed a significant influence 



Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

10 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

of online payment integration on customer satisfaction of Nigeria’s port logistics service ecosystem. The F-ratio 

in the ANOVA table 2 shows the overall regression effect in the model. The F-ratio was2649.475 which was 

significant at 0.000 and was less than 0.05 percent level of significance. This is in consonance with the study of 

Nwidua (2025) which revealed a significant relationship between electronic payment systems and customer 

patronage of shopping malls in south-south zone, Nigeria. 

SUMMARY, CONCLUSIONS AND RECOMMENDATION 

Summary  

The main thrust of this study has been presented in the preceding sections. This section is concerned with the 

summary of major findings. The study investigated the influence of digital customer engagement drivers on 

customer satisfaction in the Nigeria’s port logistics service ecosystem. Two hypotheses were formulated to guide 

this study and all the hypotheses were tested at 0.05 level of significance through the use of simple regression 

analysis. The two null hypotheses were rejected and the alternative hypotheses accepted. This resulted from the 

fact that the regression results were all significant, the computed F-values for all the two hypotheses show statistical 

significance of the overall regression model, this means that there was statistical significant influence of Digital 

Customer Engagement Drivers such as (port service personalization and online payment integration) on Customer 

Satisfaction in the Nigeria’s port logistics service ecosystem. 

To achieve the objectives, a survey research design was used to reach out to the respondents of the port logistics 

service firms. The population of the study was infinite. The Top man sample size determination formula at 5% 

level of tolerable error was used to determine the sample size of 323.The convenience sampling technique was 

employed in the administration of the research instrument for the study. 

Conclusion 

         Based on the findings of this study, the following conclusions were established.  

 Port Service Personalization has significant influence on Customer Satisfaction in the Nigeria’s port 

logistics service ecosystem. 

 Online Payment Integration has significant influence on Customer Satisfaction in the Nigeria’s port 

logistics service ecosystem. 

  Recommendations 

Based on the findings of this study, we recommend that Nigeria’s port logistics service managers should: 

 Utilize predictive analytics to deliver proactive services by examining historical customer behavior, 

shipment patterns, and cargo categories to anticipate future customers’ needs. 

 Implement modern, secure and flexible online payment system such as pay portals, mobile money and card 

payments in order to provide safe, fast and convenient transactions to boost customer trust and satisfaction. 

REFRENCES  

Agodi, J. E., Aniekan E. A., and Oladipupo, A. (2016). Determinants of customers’ patronage of fast food 

restaurants in Umuahia, Abia State, Nigeria; Journal of Economic Research and Entrepreneurship 

Development. ISSN 9876- 5432:vol. 2, No. 2. 

Agodi, J. E., Ahaiwe, E. O., Awah, A. E. (2017). Salesman’s personality Trait and its Effects on sales performance: 

Study of Fast moving consumer goods (FMCG) in Abia State, Nigeria, international Journal of Economics 

and Sustainable Development Vol. 8, No. 24. 



Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

11 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

Agodi, J.E., Kalu, A.O. and Awah, A.E. (2021). Impact of service recovery on customer loyalty of selected SMEs 

in Abia State, Nigeria, journal of Business Administration and Management Science, Alex Ekwueme 

Federal  University, 1(1), 143-150 

Akpan, A. B. and Abdul, Z. (2009). Assessment of the impact of the of automated teller machine (ATM) on 

customer satisfaction the Nigerian banking industry, Academy International journal of Nigeria, 

International headquarters, Ahmadu Bello university,Zaria,Nigeria,1(1),64-76. 

Akpan, A. B. (2007). Effective of bank capitalization and confidence: An assessment of customers perception in 

Nigeria, Abuja journal of business administration, University of Abuja,Nigeria,1(2),96-110. 

Attih,. O., Ikpe, l. and Mfon, A. (2017). Service marketing: A review. Akwa. Ibom. State. University (Aksu) 

journal of management sciences, 2(1), 19-22. 

Attih, O. B. (2020). Packaging attributes and consumer patronage of beverages in AkwaIbom State, Nigeria, 

British journal of marketing studies, 8(6), 1-18. 

Awah, A.E., Mfon, A. An andIbok, N.I. (2024). Celebrity endorsement and consumer buying   behavior of 

Generation Y: A case study of select betting business in Uyo metropolis, AkwaIbom State. Advance 

Journal of Economics, 9(1), 1-14 

Awah, A. E., Akpan, A. O. and Emmanuel, D. O. (2024). Service quality dimension and customer patronage of 

microfinance banks in AkwaIbom State, Nigeria. Advance Journal of Economics and Marketing Research, 

9(2), 2-22. 

Awah, A. E., Akpan, A. O. and Emmanuel, D. O. (2024). Responsiveness and customer patronage of microfinance 

banks in AkwaIbom State, Nigeria. Research Journal of Marketing and Allied Studies, 12(1), 42-58. 

Awah A. E. (2015). Insurance Marketing in Tropical Issues in Marketing Vol. I.P. 198-213. 

Awah, A.E., Akpan, A.O. and Eno, N.A. (2021). Pull promotion in the marketing of bank services: among 

microfinance banks in AkwaIbom State, Advance Journal of Economics and Marketing Research, 4(9), 1-

15 

Awah, A.E, Akpan, A.O. and Sampson, E.A. (2021). Public relations and savings mobilizations drive of 

microfinance banks in AkwaIbom State, Nigeria. Advance.Journal of Economic and Marketing Research, 

6(7), 11-16 

Awah, A.E., Akpan, A.O. and Ele, L.E. (2021). Personal selling and saving mobilization drive of Uniuyo 

Microfinance bank. International Journal of Research in Finance and Marketing, 11(10), 1-9. 

Awah, A.E., Akpan, A.O. and Mfon, A.A. (2024). an analytical study on the influence of brand associations on 

customer patronage of smart phones in AkwaIbom State, Nigeria: A consumer behavior perspective, British 

international journal of business and marketing research, 7(6), 21-37. 



Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

12 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

Edem, U. E. &Bassey, A. I. (2022). Content marketing strategies and customer loyalty among fuel retailers in 

AkwaIbom S tate. Journal of strategic marketing in Africa, 4(2), 29-41. 

Effiong, M. J. &Udo, I.E. (2023). Digital communication and consumer behavior in the Nigeria oil sector. Journal 

of marketing innovation, 1 1(2), 44-57. 

Etuk, A., Awah, E.A. and Akpan O.A. (2020). E-Markting and savings mobilization drive of selected 

Microfinanace banks in UyOmetrolopis, AkwaIbom state. An international journal of Business Marketing 

and Management. 

Etuk, A., Akpan, A.O. and Awah, A.E. (2022). Factors influencing the adoption of mobile apps among young 

people in Nigeria. A study of University of Uyo students, European Journal of Business and Management, 

14(3), 65-73 

Etuk, A., Awah, A.E. and Akpan, A.O. (2022). E-marketing Strategies and savings mobilization drive of selected 

microfinance banks in Uyo Metropolis, AkwaIbom State, International Journal of Business, Marketing and 

Management, 7(3), 1-6 

Etuk, S.G., Udo I.S. and Awah A. (2022), Customer relationship management and marketing technology, Stra 

Mark communication consult 

Etuk, A., Akpan, A. O., &Awah,A.E. (2023).Electronic banking and marketing performance of deposit money 

banks in Uyo, AkwaIbom State. American Interdisciplinary Journal of Business and Economics (AIJBE), 

10(3), 23-42.  https;//doi.org/10.5281/zenodo.8346738 

Etuk, A., Awah, A.E. and Akpan, A.O. (2024).Physical ambience and Customer behavior in selected microfinance 

banks in Uyo metropolis, AkwaIbomState,Top American Journal of marketing.9(1), 1-24.  

Etuk, A., Awah, A. E. and Akpan, A.O. (2024). Assurance and customer patronage of microfinance banks in 

AkwaIbom State, Nigeria, American journal of information technology and management, 12(2), 1-23. 

Etuk, A., Akpan, A. O., &Awah, A. E. (2024). E-service reliability and customer loyalty in online shopping in 

Nigeria: The moderating role of age and education, Journal of current research in business and management 

sciences, 12(2), 2-16. 

Etuk, A., Awah, A.E. and Akpan, A.O. (2024). Empathy and customer patronage of microfinance banks in 

AkwaIbom State, Nigeria. International Journal of Marketing Research and Brand Management, 12(2), 36-

50. 

Etuk, A., Akpan, A. O., &Awah, A. E. (2024). The role of age and education in moderating the relationship 

between e-service security and customer loyalty: The Nigerian online shopping experience, Michigan 

International Journal of Marketing. New Media and Communication, 12(2), 50-64. 



Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

13 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

Etuk, A., Awah, A. E. and Akpan, A.O. (2024). Tangibility and customer patronage of microfinance banks in 

AkwaIbom State, Nigeria. American Journal of Business and Cooperative Research, 9(2), 1-19. 

Etuk, A., Awah, A.E. and Akpan, A.O. (2024).E- Service responsiveness and customer loyalty in online shopping 

in Nigeria: The moderating role of age and education, European Journal of Marketing and Management 

Sciences, 7(2), 13-30.  

Etuk, A., Awah, A.E. and Akpan, A.O. (2024). Internal marketing strategies and employee performance of 

commercial banks in Uyo, AkwaIbom State, American research journal of economics, finance and 

management, 12 (3), 47-65. 

Etuk, A., Akpan, A. O., &Awah, A. E. (2024). E-Service fulfillment and customer loyalty in online shopping in 

Nigeria: The moderating role of age and education, British international journal of business and marketing 

research, 7(4), 41-59. 

Etuk, A., Awah, A.E. and Akpan, A.O. (2024). Marketing communication and consumer behaviour of betting 

firms in Uyo metropolis, AkwaIbom State, Nigeria, Advanced journal of economics and business research, 

12(3), 17-34.  

Etuk, A., Akpan, A. O., &Awah, A. E. (2024).Digital transformation service marketing in Nigeria; Reshaping 

strategies and enhancing customer engagement, Michigan journal of multidisciplinary research, 12(3), 29-

45. 

Etuk, A., Awah, A.E. and Akpan, A.O. (2024). An empirical analysis of customer complaint management systems 

and their influence on customer satisfaction in the smart phone Industry: A case study of Uyo, AkwaIbom 

State, Nigeria, International journal of management communication, 12(4), 1-15. 

Etuk, A., Akpan, A. O., &Awah, A. E. (2024). Advertising budgets and financial performance: Analyzing the 

optimal balance for long-term profit abilityin Nigerian startups, American inter disciplinary journal of 

business and economics, 11(4), 18-30. 

Etuk, A., Akpan, A. O., &Awah, A. E. (2025). The role of mobile apps in enhancing service marketing 

effectiveness in Nigeria’s financial service sector, Holex journal of marketing and mass communication, 

13(1, 17-28. 

Etuk, A., Akpan, A. O., &Awah, A. E. (2025). Analysis of the influence of Ai-driven services on customer 

perception in the Nigerian e-commerce sector, International journal of interdisciplinary research in 

marketing and management, 12(1), 1-16. 

Etuk, A., Awah, A.E. and Akpan, A.O. (2025).Analyzing customer perception and customer satisfaction in the 

hospitality sector: Insights from hotels in AkwaIbom State, Research journal of marketing and allied 

studies,13(1),13-25. 



Aniebiet J. Etuk, Aniekan Eyo Awah and Aniefiok Okon Akpan (2025) 

 

14 
American Interdisciplinary Journal of Business and Economics | 

https://sadijournals.org/index.php/AIJBE 
 

Etuk, A., Akpan, A. O., &Awah, A. E. (2025). The influence of online reviews on brand perception and customer 

engagement in service marketing in Nigeria, International journal of contemporary research in marketing 

and management sciences.13(1),1-14. 

Etuk, A., &Awah, A. E. (2025). The role of technological service innovation in enhancing customer satisfaction: 

An ioT and smart hospitality study of hotels in Uyo, AkwaIbom 

Fenuga, O. J., &Kolade, O. R. (2010). The Effect of Electronic Payment on Customer Service Delivery in Nigerian 

Banks. International Journal of Economic Development Research and Investment (IJEDRI). 12(1), 16-28. 

Mbamalu, C. (2022). Evaluation of E-Service Quality and Customer Satisfaction on Point of Sales in Anambra 

State, Nigeria. Global Journal of Applied, Management and Social Sciences.  

Nwachukwu, C. &Okoro, G. (2023). Adoption of digital marketing in Nigeria’s petroleum downstream sector: 

Opportunities and constraints. African journal of business and digital economy, 5(1), 21-35. 

Naziah, M. S., &Naziah, M. S. (2020). Evaluating stakeholder’s satisfaction with the performance of selected 

seaports in Nigeria. International Journal of Sustainable Building Technology and Urban Development, 

11(3), 142-152.  

Obong, J. A. &Ekanem, E. U. (2022). Social media usage and marketing effectiveness among SME’s in AkwaIbom 

State. Nigerian journal of digital marketing, 8(1), 13-28. 

Sakyi, D., Appiah, C. K., Ayesu, E. K., &Baidoo, S. T. (2020). A terminal level analysis of service quality at 

Nigerian seaports. Journal of Shipping and Trade, 5(17).  

Udonde, U.E, Akpan, A.O. and Awah, A.E. (2022). Internal marketing and employee   performance in insurance 

industry in Nigeria, British, International Journal of Business and Marketing Research, 5(1), 1-22. 

Udonde, U.E., Awah, A.E. and Akpan, A.O. (2022). Effect of communication and empowerment on sales-force 

performance in the Nigerian insurance industry. Advance Journal of Economic and Marketing Research, 

7(11). 

Udoh, I.S., Jospeh, U.E. and Awah, A. (2022). Service Experience and passengers’ patronage of transit companies 

in the south-south region of Nigeria. British Journal. 

Ugboma, C., Ogwude, I. C., Ugboma, O., &Nnadi, K. (2007). Service quality and satisfaction measurements in 

Nigerian ports: an exploration. Maritime Policy & Management, 34(4), 331-346.  

 

 


