مجلة الاقتصاد وادارة الاعمال
Volume 7, Numéro 2, Pages 410-430
2023-06-17

The Role Of Management Information Systems In Facilitating Customer Relationship Management In Private Sector Institutions: An Empirical Investigation Of Al-jouf Region



Authors : Faris M Alruweili .

Abstract

This study examined how Management Information Systems (MIS) affect private-sector CRM. The main research tool was a questionnaire. SEM and SMART PLS were used to analyze the collected data. Participants represented private sector institutions in various industries. Customer data management, segmentation, engagement, service, sales, marketing automation, and analytics/reporting were covered in the CRM questionnaire. MIS's impact on CRM dimensions and customer satisfaction, loyalty, and business performance was examined. Important findings were found. First, MIS improved consumer data management. To efficiently collect, manage, and analyze consumer data, MIS tools and technologies are essential. Organizations should emphasize MIS adoption and integration to improve data management. Second, MIS improved customer service. This suggests that MIS systems can improve customer service and retention. MIS can improve customer support. Third, MIS was found to improve sales management. Organizations can maximize sales strategy and performance by using MIS solutions for sales data analysis, forecasting, and monitoring. Finally, MIS was found to improve marketing automation. Marketing automation using MIS tools improves client happiness and marketing results. This study concludes that MIS strongly influences private sector CRM. MIS improves customer data management, customer service management, sales management, and marketing automation. Organizations can improve CRM operations and customer satisfaction, loyalty, and company performance using the information. MIS integration and CRM optimization should be prioritized.

Keywords

Management Information Systems ; Customer Relationship Management ; CRM ; private sector ; SEM Model ; Al Jouf region

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