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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
An Investigation of Factors Affecting Marketing Information Systems’ Use
Author(s): Farnoosh Khodakarami, Yolande E. Chan
Citation: Farnoosh Khodakarami, Yolande E. Chan, (2013) "An Investigation of Factors Affecting Marketing Information Systems’ Use," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 2, pp. 115 - 121
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Using an exploratory case study approach, this article examines factors that contribute to effective use of
marketing information systems. Research results indicate that system integration, flexibility, and ease of
learning are important measures of system quality that affect the use of marketing information systems
and user satisfaction. Availability of customer information and use of appropriate formats for presenting
information significantly impact user satisfaction. For marketing information systems to be effective, they
should meet the information processing requirements of the organization and be aligned with broader
organizational systems and strategies.
