The Relationship Between Marketing Information System and Customer Equity Drivers. Study on Sudanese Banking Sector

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.