Author(s): Al-Momani, M. M., & Al Assaf, K. T.
This paper aims to study the impact of Marketing Information Systems (MKIS) on Decision Making Systems (DMS) at banks sectors. Islamic International Arab Bank (IIAB) managers in Jordan are the target of this study. A questionnaire was developed to achieve the study's objectives and distributed to (30) branch managers in IIAB. The questionnaire has 5 variables; four variables are used as independent variables (Databases System, Marketing research, marketing analysis, and marketing intelligence). Also, the "decision-making systems" is used as dependent variable.
The Islamic banking sector in Jordan still suffers from a weak infrastructure in the marketing information systems, which clearly affected the decision-making systems in these banks. This reflected negatively on the ability of these banks to make successful marketing decisions that would reach consumers in a way that they could compete with commercial banks. Thus, this study can provide the scientific foundations for banks to determining the impact of marketing information systems on the decision-making systems.
In addition, this study is important in practical terms because it is considered as the quality of decision-making systems to meet the needs of customers, which raise their confidence in the banking sector epically the Islamic banks sector. The results, marketing information systems have a significant influence on decision making systems of bank management. Marketing intelligence, research and analysis are dependent on database systems as a main source of information.