THE IMPACT OF MARKETING INFORMATION SYSTEMS QUALITY IN IMPROVING THE COMMERCIAL PERFORMANCE OF ORGANIZATIONS: ANALYTICAL ESSAY ON THE CASE OF AGRI-FOOD COMPANIES IN THE REGION OF SOUSS MASSA DRAA5, MOROCCO.
Journal Title: European Journal of Business and Social Sciences - Year 2016, Vol 4, Issue 10
Abstract
The objective of this article is to reveal the relationship between the quality of Marketing Information Systems and improving the commercial performance of the company. To do this, we conducted a collection data, we tested 172 questionnaires on Sales or Marketing Managers of agri-food companies in the Souss Massa Draa Region. The results confirmed the overall hypothesis that the quality of the MIS influences positively the commercial performance of the company. In addition, they showed that the MIS behavioral approach plays also an important mediating role in this direction. Not to mention the size of the company and its technological development likewise have a direct and positive impact on the actual performance. The use of structural equations modeling allowed us to ensure the validity of our research.
Authors and Affiliations
M’barka BOUHOUILI| Ibn Zohr University, Morocco
Keywords
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