Effect of customer market perceptions (CMP)‎ and e-loyalty on business to business electronic commerce (B2B EC)‎ success : an empirical study on sample of e-retailers in Amman city

Other Title(s)

أثر إدراكات (تصورات)‎ الزبون للسوق و الولاء الإلكتروني على نجاح التجارة الإلكترونية بين منظمات الأعمال : دراسة تجريبية على عينة من بائعي التجزئة المتعاملين إلكترونيا في مدينة عمان

Dissertant

al-Nadi, Baha Abd al-Hafiz Ata Allah

Thesis advisor

Haraizih, Ahid sakit

Comitee Members

al-Nuaymi, Muhammad
al-Hawwari, Sulayman

University

Middle East University

Faculty

Faculty of Business

Department

Department of Business Administration

University Country

Jordan

Degree

Master

Degree Date

2012

English Abstract

Technology has transformed many aspects of business and market activities; Internet is one of the most important technologies, which have created e-commerce and a global digital economy with new opportunities.

E-commerce enables business to sell products and services to customers on global basis a prominent role of electronic commerce is that it assists firms to compete, access to new markets and extend the geographic reach of their operations.

Also it can lead e-suppliers to greater business competency, but the competitions and challenges between suppliers face similar problems: they have to perceive and understand the signals that come from Customers (retailers).

Putting differentiated products on the market and waiting for customer reactions is costly and not a very efficient method of introducing new products, as well as displaying many new products in website without get an idea about customer market perceptions cause high failure rates of new products in the electric home appliances and computers sectors.

Therefore it has been a considerable interest in methods and concepts for studying effect of Customer Market perceptions on B2B EC and role of E-Loyalty as mediator variable.

In addition, most previous researches did not consider the complete relationship mechanism that is, how Customer Market Perceptions (CMP) and E-Loyalty together affect B2B EC success? The aim of this study is to develop a comprehensive research model utilized for discovering the impact of Customer Market Perceptions (CMP) and E-Loyalty on B2B EC Success by applying an empirical Study on Sample of E-Retailers in Amman City.

The researcher first proposes a simple model summarizing the main variables of study then the researcher develops a conceptual model of study that integrates and explains the relationship between main variable and effect of their dimensions which emphasize the increasing importance of (CMP) and (EL) on (B2B EC success).

Therefore the researcher develops a model of this study which includes several dimensions and variables (CMP) as independent variable including four dimensions (PCP, PRI, PI, POSR) and E-Loyalty as mediator variable including two dimensions (Attitudinal loyalty and Behavioural loyalty) which play a very important role as mediator and its effect on the dependent variable (B2B EC) success .

The data analysis was based on 158 participates e-retailers who are working in electric home appliances and Computers hardware, software sector, the data analysis was based on multivariate statistical techniques encompassing Cronbach’s Alpha () to test reliability, Percentage and frequency, descriptive analysis to describe the sample, multiple linear regression, simple linear regression, stepwise regression via using SPSS analysis software, and Path analysis to identify direct and indirect effect among study variables via using AMOS analysis software.

The results of this study confirm that there is a positive significant and strong effect of Customer Market Perceptions (CMP) and E-Loyalty (EL) on (B2B EC) success, some of dimensions excluded on this study such as Perceived Customer Power (PCP), Perceived Online Shopping Risk (POSR), and Attitudinal Loyalty (AL) others dimensions have strong effect and relationship between each other's.

The results of this study provided important information to Jordanian online Suppliers that are working in Amman city with Electric Home Appliances and Computers Hardware, Software items, which will help them to automate their selling and purchasing tasks, reducing their reliance on paper work in additional to effectively shortening the life cycle for order fulfillment.

Finally, the researcher has introduced for e-suppliers recommendations in order to understand customer market perceptions as well as build up customer loyalty and improve their electronic commerce applications via website and e-mailing systems, thus, improving and developing electronic commerce applications in all business sectors.

Main Subjects

Business Administration
Economy and Commerce

Topics

• Consumers
• Electronic commerce
• Attitudes
• Consumer behaviour
• Jordan
• Amman
• Consumer satisfaction

No. of Pages

127

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-698221