Marketing Information System and Business Success of Oil and Gas Downstream Sector in South-South, Nigeria
Keywords:
Marketing Information System, Business Success, Oil and Gas DownstreamAbstract
This study empirically tested the relationship between marketing information system (MKIS) and business success of oil and gas downstream sector in South-South, Nigeria. The aim was to investigate the relationship between marketing information system (marketing decision support system and marketing research system as dimensions) and business success (return-on-assets and return-on-sales as measures) of oil and gas downstream sector in South-South, Nigeria. Cross-sectional survey research design was employed as the research design. The population of this study comprised top level managers of oil and gas downstream firms in South-South, Nigeria and 9 oil and gas firms were studied. A total of 295 were sampled and copies of questionnaire were distributed to the participants. Descriptive statistics, Pearson Product Moment Correlation Coefficient was used to test the hypotheses. The results indicated a significant relationship between dimensions of marketing information system (MKIS) and measures of business success of oil and gas downstream sector in South-South, Nigeria. Based on the findings, the study concluded that the dimensions of marketing information system significantly relates with the measures of business success of oil and gas downstream sector in South-South, Nigeria. We therefore, recommended that the marketing information system units should be adequately maintained to ensure the free flow of information and adequate use of marketing information system in decision making in Strategic and Tactical Planning.
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