Marketing Management Support Systems (MMSS) are designed to improve managerial decision making, but to be able to do so these systems have to be used in practice. Perceived usefulness is an important driver of MMSS use intentions. Prior research suggests that decision makers may have difficulty recognizing objective improvements in task performance due to the MMSS. This lack of connection between subjective evaluation and objective performance may hamper MMSS adoption and use. In a large-scale study with prospective users, we investigate the drivers of perceived usefulness and the conditions under which the "lack of connection" phenomenon is likely to occur. To test our hypotheses, we set up a 2 (prior task experience) x 4 (MMSS quality) between-subject experiment with repeated measures. This study should lead to recommendations for interventions that result in greater acceptance and utilization of MMSS.
ALTHUIZEN, N., WIERENGA, B., VAN BRUGGEN, G. and DE BRUYN, A. (2010). Marketing Management Support Systems: When Help is Not Recognized. In: EMAC Conference Proceedings: The Six Senses - The Essentials of Marketing. European Marketing Academy (EMAC).
Mots clés : #Marketing-Management-Support-Systems