Abstract:
In many publications on strategic marketing, marketing information
system is said to be a valuable resource of the firm, and customer equity is
a main driver of customer lifetime- value. This research aims to
investigate the relationship between marketing information system and
customer equity drivers (value equity, brand equity and retention equity),
mediating competencies-based (personality competencies, organizational
competencies and stakeholders competencies) between marketing
information system and customer equity drivers relationship, and
moderating the role of organizational variables namely (organizational IS
sophistication, organizational knowledge-based and organizational
culture) between competencies-based and customer equity drivers
relationship.
Based on the data collection from 125 senior marketer in Sudanese
Banking Industry (SBI), which is seen one of the largest services sector in
Sudan and one of the companies that is owning knowledge base.
Questionnaire was used to collect the data, overall response rate 78
%. Many statistic tools have been conducted, a test of response bias,
reliability test, contradictory factor analysis, correlation analysis and
assumption of multi and hierarchical regression for the goodness of
measures and interrelationships.
Outcomes showed that marketing information system is significantly
influenced the brand retention equity and value retention equity.
Competencies-based is found significantly mediate the relationship between marketing
information system and customer equity drivers.
This research came in five chapters: Chapter one Introduction, Chapter two
literature review. Chapter three conceptualization framework and methodology,
Chapter four data analysis and findings. Finally, Chapter five the discussion and
conclusion.
Organizational variables were fully and partially supported moderate the
relationship between competencies-based and customer equity drivers.
Implications (theoretical and managerial) are discussed and conclusions
proposed.
