Impact of digital personalization practices on consumer trust among online retail businesses in Shomolu local government, Lagos state, Nigeria

The paper examines the influence of online retailer digital personalisation measures on consumer trust in the Shomolu Local Government Area (LGA), Lagos State, Nigeria. Due to the heightened competition caused by the rapid development of digital business, trust is a core of long-term online relationships. The study examines the impact of personalisation behaviour such as customised communication, personalised recommendations and customer engagement on customer satisfaction, trust, and loyalty. It is driven by Customer Relationship Management (CRM) framework and Social Capital Theory (SCT). Quantitative data were gathered through the use of structured questionnaires on 400 online retail customers based on a descriptive survey design. Data analysis was carried out with the help of the Statistical Package of the Social Sciences (SPSS, version 27) both in descriptive and inferential modes. In the regression analysis, personalisation practices identified 52 percent of the customer loyalty variance and the findings were strongly positive between digital personalisation and customer trust (r = 0.716, p < 0.05). These results indicate that personalised digital interaction enhances trust and long-term customer loyalty significantly. The research concludes by saying that recurring data-informed and customer-focused personalisation plans are required to build trust in online retailing. It recommends SMEs to merge customer feedback with system, enhance digital marketing skills and invest in customer relationship management technology to enhance customer satisfaction, confidence, and loyalty. This paper enables one to comprehend the role of localised digital strategies in enhancing business competitive edge and sustainable growth in the emerging online retail sectors through digital personalisation placed in the Nigerian context.