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The mediating role of product innovation on the relationship between marketing information system and customer orientation
(İstanbul Gedik Üniversitesi, 2021) Alwattar, Osamah Sohaib Mohammad Sabri; Yurdakul, Melek
Marketing information system (MIS) is an essential factor of developing business' performance and getting sustainable success. That is because it can lead the business to achieve good overall performance. In addition, it can lead the business to achieve high customers' satisfaction, which has become the crucial factor of marketing activities. Therefore, it is important to evaluate and develop the marketing information system. This study sought to analyze the marketing information system and measure its effect on the customer orientation and product innovation. The data of the study were collected using questionnaire. The data were analyzed using statistical tools and SPSS programming. The results of the study showed that the MIS can positively and significantly effect product innovation. Also, the results show that MIS can positively and significantly effect customer orientation. Moreover, MIS and product innovation together can positively and significantly effect customer orientation. According to that, product innovation has a mediation role in relationship between MIS and the customer orientation. The findings are important in terms of developing and revealing the effects of MIS in Iraqi operations.