THE IMPACT OF MARKETING INFORMATION SYSTEM COMPONENTS ON QUALITY MANAGERIAL DECISION MAKING IN FINANCIAL INSTITUTIONS IN KENYA: CASE STUDY OF AGRICULTURAL FINANCE CORPORATION Mugwe, D.K. Jomo Kenyatta University of Agriculture
Ogwoka, O. Jomo Kenyatta University of Agriculture ABSTRACT
For any organization to be competitive in this turbulent environment, management have to consistently make the right decisions on the basis of information. Marketing information system (MIS) is praised for its assistance in quality decision making. This study seeks to investigate the impact of the same in financial institution in Kenya. A case study of Agricultural Finance Corporation was carried out. A semi-structured questionnaire was used for data collection. Data collected was analyzed using descriptive statistics, chi-square and logit model. The study results indicate that only three of the four components of MIS has an impact on quality decision making in financial institutions in Kenya. Based on the findings, the study has recommended increased vigilant in the components of MIS particularly the marketing research, marketing intelligence, and market decision support system.
Full Text PDF Format
|