The Effect of Using E-Commerce on Customers Services Case Study Jordanian Electricity Distribution Companies
Al-rfou, Ahmad Nahar, Aleqah, Khaled Mohammad Abu, International Management Review
[Abstract] The purpose of this study is to investigate the impact of using Electronic Commerce Cecommerce) on customer's services at electricity distribution companies in Jordan. The study concludes that the Jordanian distribution companies positively looked at e-commerce and its application in their companies. Their attitudes and views toward e-commerce were positive, so that they found that e-commerce would be an opportunity rather than a challenge or even a threat. Lack of skilled staffs in e-commerce, scarcity of Information Technology (IT) experts, shortage of e- commerce infrastructure, lagging by other supportive sectors (e.g, e-Banking and Telecommunications), and lack of appropriate legislation and regulation were the major obstacles which would hinder the target companies to embrace e-commerce.
[Keywords] e-commerce; business to consumer (B2C); e-business; customer services
The intensity of global competition has led to significant changes in the way that companies have conducted their businesses. In addition, Information Technology (IT) increased the pressure on organizations to face customers' demands and achieve their satisfaction (kinicki, Williams, 2006). Organizations are struggling to reduce costs, increase business profits, and improve their market shares in order to gain and sustain competitive advantage. This competitiveness encourages organizations to use new technologies, tools and sophisticated systems to respond effectively and efficiently to the new environment through electronic commerce (Turban, E, et al., 2002). Three electricity distribution companies are valid in Jordan, Jordan Electricity Company(JBCO), Electricity Distribution Company(EDCO) and Irbid Electricity Company (IECO), deliver electric current and ensure its continuity for more than one million customers all over the country and for all kinds of customers.
To face IT challenge and be responsive to customer services, companies must develop ways of delivering services easily and efficiently so consumers can know their electricity consumption and its prices, and pay the bells in the easiest way possible and to achieve high quality in these companies. The aim of the study is to identify the effects of using e-commerce in customer services, Business to Consumer (B2C), by searching of the use of these electric companies' e-commerce in delivering their services and by identifying the availability of infrastructure to use e-commerce in these companies. The main obstacles facing using e-commerce in customer services is that internet services may deliver or may deliver, which may reflect poorly on these companies when using Internet for achieving these purposes.
The study tries to answer the following questions:
A) What are the attitudes, and views of electricity distribution companies regarding e-commerce use?
B) To what extent have the target companies prepared the infrastructure for e-commerce use?
C) What are the services provided by the target companies to their customers via e- commerce?
D) What are the expected benefits for the studied companies from e-commerce in dealing with and providing services to customers?
E) What are the main obstacles facing using e-commerce in the target companies?
The Hypotheses of the Study
H01: There is no statistical significant effect for attitudes in distribution companies towards using ecommerce in customer services.
H02: There is no statistical significant effect for availability of e- commerce infrastructure in the target companies in the use e-commerce in customer services.
H03: There is no statistical significant effect for the nature of services provided by target companies in the use of e-commerce in customer services.
H04: There is no statistical significant effect for the benefits of using the target companies' application of e-commerce in the use e-commerce in customer services. …