The Role of Information Systems in the Effectiveness of Marketing Crisis Management: An Applied Study on Jumhouria Bank and Its Branches Located in Tripoli

Mr. Mohamed Ali Muftah Wadi / Dr. Fawzi Dakhil

This study aimed to reveal the relationship between the main components of the marketing information system and marketing crisis management, and its contribution to achieving the objectives of Jumhouria Bank and its branches in Tripoli. It also aimed to clarify the concepts and components of marketing information systems and their role in confronting marketing crises. The research adopted a descriptive-analytical methodology, collecting primary data via a questionnaire distributed to a sample of (103) top management members across (20) branches of Jumhouria Bank in Tripoli. Data were analyzed using (SPSS Ver 24) and path analysis via (AMOS Ver 23). The study revealed a statistically significant correlation and a positive direct impact of marketing information system components (internal records, marketing research, marketing intelligence, and marketing decision support) on the effectiveness of marketing crisis management. Key recommendations included enhancing focus on marketing information systems and establishing a dedicated marketing crisis management department within the bank's structure.

Marketing Information Systems, Marketing Crisis Management, Jumhouria Bank, Internal Records, Marketing Intelligence, Marketing Research, Marketing Decision Support, Tripoli