The Impact of Electronic Sales Channels on Customers Response of Convenience Products Outlets Stores

Purpose: The current study sought to determine the effect of electronic sales channels on customer response to appropriate product outlet stores.   Theoretical framework: With the development of modern means of communication and technologies that have proven effective and efficient, the online shopping system has evolved to be an important resource in the field of electronic commerce. Therefore, in recent times, the issue of customer response has become a sensitive issue for companies, especially in light of the intense competition in the business environment.   Design/methodology/approach: The study used the descriptive analytical approach, and the administrative survey was designed to access the data. The study population consisted of (10) major electronic sales outlets located in the city of Irbid, and a random sample of a total of (400) respondents was used. To analyze the data, this study used modern systems, which is the statistical program (SPSS).   Findings: The results of the study indicate the positive impact of electronic sales channels on customer response.   Research, Practical & Social implications: The study recommended the need, and most importantly, to recommend the adoption of a diversity strategy in e-mail so that companies can access more widespread applications, which increases the interest of the customer and thus is reflected in his purchase decision.   Originality/value: Despite the scientific contribution that was evident in this study, we still need more future studies related to electronic sales channels about customer response in other dimensions such as purchasing decisions, sales and marketing performance, customer trust, and customer intention in different commercial and marketing environments