Analyzing the Critical Success Factors of Contactless Businesses: A Post COVID-19 Panorama in Pakistan

  • Ifra Aziz Khan Niazi Faculty of Management Studies, UCP Business School, University of Central Punjab, Lahore, Pakistan
  • Dr. Muhammad Zeeshan Shaukat Hailey College of Commerce, University of the Punjab, Lahore, Pakistan
  • Dr. Tehmina Fiaz Qazi Hailey College of Banking & Finance, University of the Punjab, Lahore, Pakistan
Keywords: ISM, MICMAC, COVID-19, Critical Success Factors, Contactless Businesses, Pakistan.


There has been a drastic change in the ways of doing business after COVID-19. Business world has been shifted from traditional to contactless ways and digitalization has been increased during and after COVID-19 all over the world including Pakistan. So, there has been a need to study the factors that affect the success of contactless businesses, specifically in the context of Pakistan. The aim of the study is to generate the comprehensive list of critical success factors of contactless businesses in Pakistan and to analyze their interpersonal relationships and to classify them. This study is exploratory by its nature and the methodology used for this study is Interpretive Structural Modelling (ISM) along with Multiple Cross Impact Matrix (MICMAC) analysis that corroborate the results of ISM. Data has been collected primarily from the panel of experts on the topic. Results of the study show that the most important factor that contributes towards the success of contactless businesses in Pakistan is creativity and innovation which lies at the bottom of the model. This research is useful for all the stakeholders of contactless businesses since it contributes generates the list of critical factors, their hierarchical model, their classification model and lot of new information on interaction of these critical success factors.