The Feasibility of Applying Metaverse Technology and its Role in Enhancing Electronic Customer Relationship Management: A Survey Study of a Sample of Family Mall Stores in Duhok City

This research aims to clarify the idea of ​​applying metaverse technology and its role in improving electronic customer relationship management in Family Mall stores in Duhok City. It highlights how these stores benefit from modern metaverse technologies to build stronger and more effective relationships with customers, as the importance of this technology is evident in placing customers at the heart of attention within competitive markets. The current research relied on testing metaverse technology with its dimensions as an independent variable and electronic customer relationship management as a dependent variable with its dimensions. This prompted the researchers to formulate a number of main and sub-hypotheses. These hypotheses were tested by using a set of statistical methods to identify the correlation and influence between the research variables. (86) valid forms were retrieved for statistical analysis of these researched stores. The research reached a set of conclusions, the most important of which were: Metaverse technology seeks to provide distinctive interactive experiences for customers, which contributes to building strong relationships between the brand and the public. These interactive experiences play an important role in enhancing customer loyalty to the brand and developing its positive image. Among the important proposals reached by the research: The Family Mall stores under study should benefit from data analysis and artificial intelligence to understand customer behavior more deeply and provide personalized services that suit their needs. Implementation mechanism: by relying on Applications that integrate the metaverse with customer relationship management tools so that customers can interact with brands seamlessly and innovatively within virtual environments.