Ffect of Marketing Intelligence on Sales Performance of Commercial Banks in Kenya

Commercial banks in Kenya have witnessed social-economic complexities and increased banking industry competition. They have faced intense pressure to align the marketing of products to technological advancement and changing needs of the customers. Expanded technology use in various operations contribute to new developments in packaging and delivery of products and significantly influence the marketing activities of commercial banks in the Country. However, marketing intelligence as a component of marketing information systems has not adopted to the marketing conditions of banking sector in Kenya. Inefficient marketing information systems imply inadequate marketing intelligence which is detrimental to marketing and sales performance of commercial banks. Therefore, the purpose of this study was to establish the effect of marketing intelligence on sales performance in commercial banks in Kenya. The study was supported by the following theories; Technology Acceptance Model and Marketing Information Systems Model. A cross-sectional survey research design was employed. The target population for this study comprised 86 middle level marketing managers in the 43 commercial banks in Kenya. Since the target population of 86 marketing managers is fairly small, the study undertook a census study. In this study an appropriate method to collect the primary data was a self-administered questionnaire. The data was analyzed using both descriptive analysis methods (percentages, means and standard deviations) and inferential statistics (Pearson correlation and regression analysis) with the aid of the Statistical Package for Social Sciences. The results of the survey were presented in tables. The findings indicated that marketing intelligence (r =.740**, p =.000) had a strong and positive effect on sales performance in commercial banks in Kenya. Based on the study findings, it was concluded that commercial banks focus on techniques of modifying current marketing products and strategies. The researcher also concluded that commercial banks review employee decision making regarding the marketing process of products which enables better market planning. The study recommends enhanced usage of marketing intelligence for increased sales performance in commercial banks. The study findings will benefit commercial banks by providing an empirical link between marketing intelligence and the overall sales performance of commercial banks in Kenya. It will also be beneficial to the policy makers in the country as a whole since it highlights the importance of marketing intelligence in enhancing performance of commercial banks which are key enablers of economic growth