Moderating effect of support service quality on marketing IS sophistication and bank’s core competencies

Abstract

PurposeThe purpose of the study is to examine the moderating effects of support service quality (SSQ) on marketing information services sophistication (MISS) and bank’s core competencies within banking sector.Design/methodology/approachTo collect the data, the questionnaire approach and random sampling are chosen. The survey sample consisted of 180 banking branches information technology managers in Sudan’s banking industry.FindingsThe study evidenced that the effect of SSQ on the relationship between MISS and bank’s core competencies is a quasi-moderator and also indicate that the two components of MISS are positively and significantly associated with bank’s core competencies.Research limitations/implicationsThe study is conducted in Sudan banking industry and generalization could be limited. Future studies will replicate the study in different industries or countries.Practical implicationsFor the managers’ practice, the findings showed that MISS can deliver superior performance and efficiency (such as proper work flow, employee satisfaction, reducing complaints or enquiries and competitive capabilities) if it reinforced or strengthened by SSQ.Originality/valueEmpirical results support the positive link between MISS, SSQ and top core competencies. The benefit of that contribution is performance excellence competencies at the market.