Marketing Information Systems and Decision-Making Quality in Nigerian Commercial Banks

This study examines the relationship between marketing information systems (MkIS) and decision-making quality among marketing managers in Nigerian commercial banks, with evidence from banks operating in Enugu and Anambra States, South East Nigeria. Marketing information systems, comprising internal records, marketing intelligence, marketing research, and decision support tools, are critical infrastructure for evidence-based marketing management. In the Nigerian banking sector, where product innovation cycles are rapid and customer preferences are evolving, MkIS effectiveness can significantly influence competitive positioning. The research adopts a descriptive survey design with 140 marketing managers and data analysts from ten commercial banks participating through structured questionnaires. Analysis employs descriptive statistics, Pearson correlation, and regression. The study measures MkIS quality dimensions including data timeliness, relevance, accuracy, and accessibility, as well as their effects on decision-making quality assessed through manager self-evaluation and historical campaign performance data. Preliminary findings suggest that data timeliness and accessibility are the most critical MkIS dimensions for decision-making quality in this sector. Banks with integrated customer relationship management systems show significantly stronger decision-making quality scores. Recommendations address bank marketing directors, chief data officers, and bank technology management on investing in MkIS capabilities that enhance competitive intelligence and customer insight generation. This study contributes management-focused evidence to the Nigerian banking marketing literature. Keywords: marketing information systems, decision-making, commercial banks, South East Nigeria, marketing management