The Role of Customer Information System in Improving Marketing Performance of Jordanian Commercial Banks
The study aimed at investigating the role of customer information system in improving marketing performance of Jordanian commercial banks. The study population included marketing managers and managerial employees in Jordanian commercial banks amounting (13) banks. Five questionnaires were distributed to each bank. 53 questionnaires valid for analysis were collected that is 81.5% of study sample. The results concluded that there is a statistically significant impact customer information system in improving marketing performance of Jordanian commercial banks. Moreover, customer information system design was the most influential on marketing performance, Which indicates that there is a need to design the system that can be employed in marketing in better form. The researcher recommends keeping up with developments in customer information systems field, in such a way that commercial banks can increase their efficiency in the use of these systems in improving marketing performance. It is also necessary to train employees in commercial banks to deal with customer information systems in a way that positively reflected on Bank's marketing performance.
Keywords - System, Information System, Customer Information System, Marketing Performance, Jordanian Commercial Banks.