THE ROLE OF MARKETING INFORMATION SYSTEMS (MKIS) IN SERVICE QUALITY IN ETHIOPIAN INDUSTRIES

This paper deals with the role of marketing information systems for service quality in Ethiopian industries in terms of their IT infrastructure, data acquisition, information processing, business function, and service quality. A quantitative survey of 42 Ethiopian industries in 2009 indicated that most of these industries are dominated by non-computerised information systems. The data acquisition and IT infrastructure strongly support the information process. Information processing significantly and positively predicts both service quality and business function. But the business function that uses processed data and information for its activities - such as planning, decision-making, and implementation - is not found to be a significant predictor of service quality.