Investigating the relationship of marketing information system (MKIS) with total productivity of production factors (TFP)

Abstract

The occurrence of events such as the development of global competition, the advancement of information and communication technology and access to cheap information systems during the last two decades, the efforts of economic units to achieve global ranking and enter international markets, the necessity of having attitudes such as customer satisfaction is inevitable. has done. With the increasing development of topics related to the World Trade Organization and the gradual joining of different countries to this organization, the need to pay attention to the techniques of obtaining marketing information in order to satisfy the needs of customers is felt more and more. According to the research topic, the main goal of this research is to investigate the impact of the marketing information system on the performance of production units located in the industrial towns of Hormozgan province and to provide necessary and effective suggestions. be The statistical population includes the owners and managers of small and medium-sized companies active in the industrial towns of Hormozgan province, numbering 157 people. Among them, 113 people were selected as a sample by simple random sampling using Cochran's formula. A questionnaire was used to collect the required information. The results of this research show that the capacity factors of production units. The growth of sales and productivity of all communication production factors is based on the use of the marketing information acquisition system.