| dc.description.abstract | Proceeding from the assumption that IT influences marketing, the study
sought to determine the influence of information technology (IT) on
marketing looking at all commercial banks in Kenya.
Data was collected using questionnaires and it showed that IT has had
some influence on commercial banks ill Kenya. However in many areas,
marketers have not fully and aggressively utilized this powerful tool to do
marketing. Though investment costs could be an issue, there arc relatively
inexpensive IT based marketing tools like Internet and electronic mail,
which are not much utilized. The results showed that majority of Kenyans
are not within the IT market bracket because they do not access
computers. Most of the IT influence is on marketing with corporate
clients rather than individuals. Where IT is used on the general public like
ATMs, there are shortcomings like long queues because people are not at
home with the technology and that many Kenyans use ATMs at particular
period like the end of tile month or lunch time. ':ollsequently, even if you
increase the ATMs the queues will remain.
The greatest Influence of IT found in the physical element of the
marketing mix and the process. The least influence was on promotion
where it is handily utilized overall. The Kenyan banks are picking lip in
IT and the potential is very great. Big strides are being made everyday on
IT and the influence is being felt as every awakening brings about a
different opening on how to use IT in marketing. The Kenyan banks have
showed a lot of interest and IT is being utilized by many banks as a
competitive tool rather than as a support tool. There is an appreciation
that IT is the key to the future in remaining competitive and relevant in
business hence its influence for the banks to change their way of doing
business. It is the secret to surviving in a very competitive world if
properly exploited and used. | en |
