Challenges Facing E-Marketing and Its Impact on the Success of Service Institutions: A Field Study on Wasel Logistics Company, Tripoli

This research aims to analyze the impact of e-marketing on service institutions and its role in enhancing their public image, in addition to exploring the obstacles and challenges facing these processes. This topic was chosen in light of the growing importance of e-marketing as a pivotal element within contemporary marketing strategies. This research relied on a descriptive analytical approach, targeting 30 Wasel employees, and a random sample of 25 employees was selected. The distributed questionnaire included two main sections: The first concerned personal data, while the second included two axes. The first focused on the challenges and obstacles associated with e-marketing and was classified into five main dimensions: weak infrastructure, lack of skills, laws and regulations, language and culture, and privacy and security, comprising 25 statements. The second axis addressed the services provided and contained 18 statements. SPSS was used to analyze the data, along with theoretical sources such as books, previous studies, and internet content. The data analysis process yielded significant results, most notably customers' fear of fraud and theft, which hinders e-marketing opportunities. The study also revealed a significant impact of the challenges facing e-marketing on the quality of services provided by the company. In light of the findings, the study recommends that companies address the disparity in educational levels of their online shoppers by designing electronic programs and applications characterized by high levels of security and confidentiality. This contributes to protecting customers from fraud and enhancing their confidence in e-shopping, which positively impacts the effectiveness of adopted e-marketing strategies.