The Role of Marketing Information System on Achieving the Competitive Advantage in Jordanian Food Establishments

Abstract

This study aims to determine the role of marketing information systems in achieving the competitive advantage of Jordanian food establishments. To achieve the objective, a questionnaire was developed for primary data collection, where the number of valid questionnaires for analysis was (50) questionnaire, and used the (SPSS. 20) software for the analysis of questionnaire data. The results showed that the level of knowledge was high for the participants in this study about the knowledge of information systems, knowledge of the components of the marketing information systems, and knowledge of competitive advantage. Moreover, the results showed that the most important objectives from using marketing information systems were to increase competition, productivity and, profits. There was a significant positive effect and correlation (p < 0.05) between marketing information systems and competitive advantage. Therefore, directing administration attention to using marketing information systems is important because of its impact role on achieving the competitive advantage, and increasing the competition between local and international establishments.