أثر عوامل النجاح الحرجة في الميزة التنافسية لمواقع التجزئة الالكترونية دراسة ميدانية لشركات بيع األجهزة ّ الاكتروني في عمان– الاردن

عتوم, محمد منصور (2018) أثر عوامل النجاح الحرجة في الميزة التنافسية لمواقع التجزئة الالكترونية دراسة ميدانية لشركات بيع األجهزة ّ الاكتروني في عمان– الاردن. Masters thesis, جامعة الشرق الاوسط.

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Abstract

The objective of this study is to identify the impact of key success factors (strategic factors, technological factors, and administrative factors) on the competitive advantage (differentiation and cost reduction) of e-retail sites of electronics vendors in Amman, Jordan. The study population consists of 4 companies with 800 employees whose positions ranged between working managers, executives, administrators, heads of departments, and some other relevant employees. The study has adopted a selected sample with a total of 250 questionnaires distributed electronically to the stakeholders (218 questionnaires were retrieved). The researcher relied on data collection through the questionnaire designed for this study. م The analytical descriptive method was adopted, and the statistical program SPSS V.20 was used to analyze the study data. After the analysis of the study data and hypotheses, the study reached a number of results, the most important of which is that the key success factors of the e-retail sites have a statistically significant effect on achieving the competitive advantage (differentiation and reducing costs) of these sites. The researcher made a number of recommendations, including: Senior management needs to adopt a strategy that will develop a vision for the future development of e-retail sites, develop a plan of sale commensurate with the strategic objectives, and work to update and develop e-retail sites periodically. Following all of these recommendations can impact the growth of companies by reducing costs, following up technological progress, opening modern sales channels to keep up with global trends. Keywords: key success factors, strategic factors, technology factors, administrative factors, e-retail sites, competitive advantage, differentiation, cost reduction.

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