The Importance of Using Marketing Information Systems in Five Stars Hotels Working in Jordan: Empirical Study
Abstract
The aim of this study is to explore the effect of marketing information systems usage on market share through exploring internal records, marketing intelligence, market research and marketing decision support system on the overall market share. The population of the study consisted of tourism hotels operating in Jordan totaling 24 hotels categorized as five stars hotels. The researcher distributed 120 questionnaires (Five for each hotel), 85 questionnaires were retrieved with a percentage of 74.2%. The study concluded the following findings:
-There is a strong positive effect between internal records and served market share, and a moderate positive effect between internal records and overall market share. There was no positive effect between relative market share and internal records. There is a moderate positive effect between marketing intelligence and overall market share. Moreover, in a weak degree between marketing intelligence and served market share; as well as there was no positive effect between relative market share and marketing intelligence. There was a moderate positive effect between marketing researches and overall market share. There was no positive effect between served market share and relative market share. There was a moderate positive effect between marketing decision support systems and the overall market share and in a weak degree with served market share. There was no positive effect with relative market share.
Based on the findings of the study the researcher presented several recommendations.
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