Title: FAHP-based to-do-list for eCommerce websites the case of SMEs in Abu Dhabi

Authors: Ahmad Ghandour

Addresses: Department of MIS, Al Ain University of Science and Technology, P.O. Box 112612, Abu Dhabi, UAE

Abstract: 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.

Keywords: website; eCommerce; website; online business; eCommerce website; offerings; web marketing mix; fuzzy analytic hierarchy process; FAHP; multi-criteria decision making; MCDM; Abu Dhabi.

DOI: 10.1504/IJEBR.2018.088521

International Journal of Economics and Business Research, 2018 Vol.15 No.1, pp.52 - 71

Received: 28 Mar 2017
Accepted: 29 Mar 2017
Published online: 11 Dec 2017 *

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