FAHP-based to-do-list for e-commerce website the case of SMEs in Abu Dhabi

Jan 01, 2018


Published in: Int. J. Economics and Business Research

/ Ahmad Ghandour

The continued disappointment among SMEs for their online activities and the subsequent struggle in recognising benefits is a call for action to develop a checklist to guide owners/managers. Based on the web marketing mix, this paper responds to such requirement and develop a prioritised and most important to-do-list that can be used as a guideline for eCommerce website development. Further, the fuzzy analytic hierarchy process (FAHP) approach was used to rank and prioritise the list. The results show 22 items where 'setting a strategic goal' and 'making the website search friendly' made it to the top of the list. Surprisingly, mobile marketing came last on the list indicating that SMEs in UAE are not yet utilising the power of smartphones for eCommerce purposes.

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