Embracing Digital Transformation: Its Impact on Business Operations and Customer Interaction in Kosovo

Abstract

This study investigates the factors influencing the adoption of electronic services in Kosovo, a developing country that is undergoing digital transformation. This study examined the impact of individual-level factors, such as time constraints, cost, comfort, and personal income, as well as demographic variables, including gender, age, education level, and personal income, on the utilization of electronic services. A quantitative approach using a survey methodology was employed to collect data from 180 individuals in Kosovo. Statistical analyses, including correlation and regression techniques, were conducted to assess the relationships between the identified factors and e-service usage. The results revealed a significant positive correlation between personal income and the use of electronic services, indicating that individuals with higher incomes are more likely to adopt these services. Furthermore, the study found a significant negative correlation between age and electronic service usage, suggesting that younger individuals are more inclined to use digital solutions. The findings provide valuable insights into electronic service adoption in developing economies, highlighting the importance of individual-level factors and demographic characteristics in shaping digital behavior. This study offers recommendations for policymakers and businesses aiming to promote digital inclusion and support the growth of the digital economy in Kosovo.