Effect of Marketing Information Systems on Competitive Advantage of Ict Application Service Providers in Nairobi County

Abstract

Today, significance of information is posed as an important tactical and strategic source in making short-term and tactical decisions as well as in enjoying strategic advantages in long-term programs of the organization. Marketing information systems serves as a key resource, since the quality of the marketing information affects the effectiveness of decision making that support activities undertaken by the firm. The research objective was to determine the influence of Marketing Information Systems on competitive advantage of Application Service Providers in Nairobi County. This research was anchored on the theory of competitive advantage and the Marketing Information Systems. The study adopted a descriptive cross sectional survey design. Primary data was collected using online survey questionnaires. The respondents were firms licenced under the Application Service Providers category. Data was analysed using descriptive statistics and inferential statistics. The findings showed that all MkIS components including internal reports, marketing research, Marketing Intelligence and MDSS had a relationship that is significant with the competitive advantage of Application Service Providers. Internal reports and MDSS had the highest coefficient values of 0.116 and 0.111 respectively, followed by marketing research with a coefficient value of 0.070 and marketing intelligence had the lowest coefficient value of 0.040. The study concluded that Internal Reports, Marketing Research, Marketing Intelligence and MDSS had a positive influence on the competitive advantage of Application Service Providers in Nairobi County. The researcher further made recommended that firms should improve the quality of information that is fed into the MkIS to enhance reliability as well as expand the sources where information is gathered to ensure all stakeholders are captured. The researcher recommended increased and sustainable budget allocation to marketing research to ensure quality systems, and also sensitization of all users to inform on the benefits on MkIS. The researcher also gives suggestions for further research based on the finding which includes researching on the role MkIS plays on firms’decision making process as well as how MkIS can be used to determine the marketing mix in organizations