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This study aimed to investigate commercial banks use of decision support systems to achieve marketing creativity. The study’s population consisted from all the commercial banks operating in Jordan, totaling (19) banks according to the records of the Central bank of Jordan. To achieve the study’s objectives, a questionnaire was developed and distributed to (19) marketing managers in the aforementioned banks. All the questionnaire forms were collected from the marketing managers. However, 5 questionnaire forms were disregarded, so (14) questionnaire forms were used for statistical analysis. Thus, the response rate was (73.7%). The following results were concluded by the researcher: 1)The commercial banks use of the decision support system contributed to achieving marketing creativity. 2)There are no differences that are considered statistically significant in the role of commercial banks use of the decision support system in achieving marketing creativity, which can be attributed to the marketing manager’s qualifications. 3) There are no differences that are considered statistically significant in the role of commercial banks use of the decision support systems in achieving marketing creativity, which can be attributed to the marketing manager’s practical experience. The researcher believed that there is a need for keeping up with the developments that concern decision support systems in a way that enables commercial banks to increase their efficiency in using these systems to achieve marketing creativity.
Dr. TAREQ N. HASHEM. (2016) Commercial Banks Use of Decision Support System to Achieve Marketing Creativity, International Review of Management and Business Research, Volume 5, Issue 3.
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