أثر خصائص تصميم نظم المعلومات في فاعلية نظم المعلومات التسويقية في الشركات الصغيرة و المتوسطة في منطقة القصيم-المملكة العربية السعودية

الملخص EN

The study aimed to measure the impact of the quality properties of Information Systems (IS) on marketing information system effectiveness (internal process, human relations, open system, and rational goals).

The study used the descriptive and analytical approach, and developed a measurement tool for measuring the relationship among the variables.

A sample of managers was selected from SMEs in Qassim Region in the Kingdom of Saudi Arabia where the number of questionnaires administered was (116).

The results indicated that there were significant impacts at the level of (as 0.05) for the design properties of information systems (i.e., system quality, information quality, quality of technical support services, appropriate system, and system flexibility) with various degrees in terms of the (IS) effectiveness.

The study also found that there was a high level of awareness of effectiveness of marketing information systems.

The cognitive level of rational objectives ranked first, followed by the cognitive level of human relations.

In light of the findings, the study presented a number of recommendations, including the need to enhance the effectiveness of information systems design in the companies to achieve quality information systems, provide technical support service, review the system and improve its operations.