Grasping the influence of marketing information system on strategic planning and enhancement of banking services for customers
1 Business Administration, Management Science, University of Benin, Edo State, Nigeria.
2 Sociology, Social Science, University of Benin, Edo State, Nigeria.
3 Political Science, Social Science, Ambrose Ali University, Edo State, Nigeria.
4 Computer Science, Art and Science, Osun State Polytechnic, Osun State, Nigeria.
5 Business Management, Management Science, Delta State Polytechnic, Ogwashiuku, Delta State, Nigeria.
6 Education, Education, University of Ibadan, Oyo State, Nigeria.
Research Article
World Journal of Advanced Research and Reviews, 2023, 19(03), 207–218
Publication history:
Received on 13 July 2023; revised on 23 August 2023; accepted on 25 August 2023
Abstract:
A Marketing Information System (MIS) within the banking sector embodies a structured and systematically organized framework encompassing procedures, technologies, and resources. Its purpose is to collect, analyze, interpret, and disseminate pertinent and timely information relevant to marketing activities inherent to the banking industry. Its primary objective is to facilitate decision-making processes concerning marketing strategies, customer preferences, market trends, and service development, among other critical aspects. Undoubtedly, the role of an efficient Marketing Information System in customer satisfaction cannot be overstated. This is rooted in the fact that marketing information systems empower organizations to identify and understand their customers' needs, subsequently catering to those needs while simultaneously driving profitability. This research has provided insights into the substantial impact of information systems in addressing customer challenges, particularly within the banking sector. It has been revealed that an effective marketing information system and its associated awareness significantly elevate customer satisfaction and fulfillment of their requirements, ultimately ensuring their contentment.
Keywords:
Marketing Information System; Banking; Customer Satisfaction; Bank Services
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Copyright © 2023 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0