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Assessing the establishment of e-commerce to reach new customers in urban services in Basra, Iraq
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Hiba Amer Essa Aljaafari1   , Hossein Rahimi Koluor *2 , GHasem Zarei3 , Mohammad Bashokouh Ajirlou3 |
1- Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2- Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran , hrk6809@gmail.com
3- Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran |
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Abstract: (10 Views) |
The increasing competition in the services market and the rapid pace of technological developments have required service organizations to review traditional patterns of interaction with the market and adopt innovative approaches. The present study was conducted with the aim of assessing the feasibility of establishing e-commerce systems with a special focus on strategies for attracting new customers in the services sector. This study is classified as applied research in terms of its purpose and as a descriptive-analytical study in terms of its data collection method. The statistical population of this study includes senior managers, senior experts in the field of information technology, and marketing specialists in large service firms who were selected using the Cochran formula and the stratified random sampling method. The main tool for collecting data in this study was a researcher-made standard questionnaire, the validity of which was finally confirmed through a panel of experts and its reliability by calculating Cronbach's alpha coefficient. Data analysis was carried out at two levels of descriptive and inferential statistics and using structural equation modeling. The research findings show that organizational readiness indicators, communication technology infrastructure, innovation acceptance culture, and digital process maturity have a positive and significant impact on the success of e-commerce deployment. Among the components examined, the infrastructural readiness variable and customer technology acceptance play the largest role in attracting new audiences. The results of the path analysis also revealed that optimizing digital channels and personalizing online services act as key drivers in reducing the churn rate of initial audiences and converting them into loyal customers. Finally, this research provides a comprehensive conceptual model for the step-by-step implementation of e-commerce platforms that helps service managers to accurately assess their organization's internal capabilities, minimize investment risks in the field of information technology, and significantly expand their market share in the competitive digital environment. |
Article number: 21 |
| Keywords: Feasibility study, e-commerce, attracting new customers, service sector, organizational readiness, digital marketing. |
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Full-Text [PDF 352 kb]
(5 Downloads)
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Article type: Research |
Subject:
General
Received: 2026/08/10 | Accepted: 2025/03/18 | Published: 2025/03/18
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