Evaluation of the factors affecting the effectiveness of computer based marketing information systems in Tanzania

This dissertation presents an evaluation of the factors affecting the effectiveness of computer-based marketing information systems (MkIS). Usage, user information satisfaction (UIS) and effectiveness are measured and evaluated in the context of Tanzanian business organisations. The analysis of the influence of the personal variables including experience, sex, age and level of education on usage and UIS is also presented. The objective of the study has been to empirically investigate the effect of usage, UIS and personal variables on the effectiveness of computer-based MkIS. The significance of the study is that its findings may be useful for MkIS users and designers in Tanzanian business organisations seeking ways of exploiting on their benefits. The study might also attract further researches on the impact of MkIS use on the marketing operations and management. Quantitative and qualitative analysis has been employed on data gathered from forty one users in fifteen business organisations. The main conclusion of the study is that: improved usage and UIS have positive effect on organisational effectiveness. Thus, high levels of information systems (IS) use and UIS are likely to enhance organisational performance and decision making. The researcher, therefore, recommends that the local business organisations should make effort to raise the levels of usage, UIS and effectiveness through increased investment in IT-applications and training. However, the study encountered some limitations. These included the limited number of business organisations involved in the study and the use of surrogate variables to measure MkIS effectiveness. These limitations may have hindered or partly limited the generalisability of the research findings. Despite these limitations, the researcher believes that the study provides a fair view of the current situation regarding the MkIS application in Tanzania. Further research may be directed in the areas of integration and implementability of MkIS in different types of business organisations. Research may also be extended to cover compatibility of the MkIS and the organisations' procedures and processes