International Journal of Research in Marketing Management and Sales
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P-ISSN: 2663-3329, E-ISSN: 2663-3337
International Journal of Research in Marketing Management and Sales
Printed Journal   |   Refereed Journal   |   Peer Reviewed Journal
2025, Vol. 7, Issue 1, Part A
The role of E-commerce in improving customer service: An analytical study of the opinions of a sample of customers of "Forever" company in Kirkuk city

Abdul Sattar Salim Awadh Al-Jubory and Thabet Ali Saleh

The current research aims to determine the role of e-commerce in customer service within the internet sector in Kirkuk Governorate. The study originates from a problem expressed through several intellectual and practical questions, with the main research question being: "Does e-commerce play a role in improving customer service?" To answer these questions, the study adopted a descriptive-analytical approach and formulated a hypothetical model reflecting the nature of the relationships and impacts between the research variables and their dimensions. This resulted in several main and sub-hypotheses, all of which were subjected to statistical analyses and tests using ready-made programs, including (SPSS-27).
The telecommunications and internet sector in Kirkuk Governorate was chosen as the research field, with the total population comprising all users of the services provided by FORE EVER Internet Company in Kirkuk. The study sample consisted of 320 users of the company’s services.
The research reached a set of conclusions by presenting and analyzing the hypotheses' results, the most notable of which was: "If the company under study wishes to improve its customer service, it must pay attention to E-Commerce." The study also found a significant correlation and impact relationship between e-commerce and customer service. Based on these conclusions, a set of recommendations was provided, the most important being: "Companies under study must emphasize the importance of e-commerce and rely on it to continuously develop their services, ensuring their ability to adapt and survive in a rapidly changing business environment while maintaining ongoing communication with their customers."
Pages : 07-19 | 53 Views | 25 Downloads


International Journal of Research in Marketing Management and Sales
How to cite this article:
Abdul Sattar Salim Awadh Al-Jubory, Thabet Ali Saleh. The role of E-commerce in improving customer service: An analytical study of the opinions of a sample of customers of "Forever" company in Kirkuk city. Int J Res Marketing Manage Sales 2025;7(1):07-19. DOI: 10.33545/26633329.2025.v7.i1a.208
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