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Machine Learning-Based Dynamic Pricing and Customer Retention Among E-Commerce Businesses in Akwa Ibom State, Nigeria

Author

Listed:
  • Ekpo-Ufot, Uduak-Obong

    (University of Uyo)

  • Sunday, Umoh Oku

    (University of Uyo)

  • Umana, Udo Agnes

    (University of Uyo)

Abstract

The rapid digitalisation of commerce has made customer retention a critical success factor for e-commerce businesses. This study examines the relationship between machine learning-based dynamic pricing and customer retention among e-commerce firms in Akwa Ibom State, Nigeria. A survey research design was adopted to collect quantitative data from a representative sample of e-commerce businesses. Regression analysis was employed to test the hypothesis that machine learning-driven dynamic pricing positively influences customer retention. The findings revealed a strong positive correlation (R = 0.728) and indicated that machine learning-based dynamic pricing accounts for 53.0% of the variance in customer retention (R² = 0.530). The regression model was statistically significant (F = 436.864, p

Suggested Citation

  • Ekpo-Ufot, Uduak-Obong & Sunday, Umoh Oku & Umana, Udo Agnes, 2026. "Machine Learning-Based Dynamic Pricing and Customer Retention Among E-Commerce Businesses in Akwa Ibom State, Nigeria," African Multidisciplinary Scholarship Journal, African Multidisciplinary Scholarship Journal, vol. 1(1).
    • Handle: RePEc:cwk:amsjke:2026-09
    DOI: 10.59413/amsj/v1.i1.9
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    JEL classification:

    • C45 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Neural Networks and Related Topics
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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