The Impact Of Design Characteristics And Support Services On The Effectiveness Of Marketing Information Systems: An Empirical Investigation

Abstract

Based on empirical data, the impact of five specific variables, namely:  a) system quality; b) information quality, c) quality of the Marketing Information System (MrKIS) technical support, d) the MrkIS compatibility, and lastly (e) the MrkIS flexibility, on the effectiveness of MrkIS were investigated.  The effectiveness measurement is based on the Competing Value Model (CVM) model which allows the definition of effectiveness on four basic dimensions.  The results define the positive impact of these factors on the several dimensions of the effectiveness.  Implications for practice, study limitations, and directions for future research are discussed.