The role of organizational factors in the adoption and sophistication of database marketing in the UK financial services industry

Abstract

This study outlines the growing significance of database marketing within the United Kingdom financial services industry. Empirical findings are presented on the organizational variables identified as significant in influencing the adoption and sophistication of database marketing. Three organizational variables are central to both the adoption and sophistication of database marketing: a marketing and information orientation, availability of resources, and the style of decision making. A number of other organizational variables were investigated: size, complexity, organizational structure, direct marketing power, and internal and external networks. Size was related to adoption, but not sophistication; complexity and direct marketing power were related to sophistication but not adoption. The implications of these findings to firms wishing to develop sophisticated database marketing systems are (a) the importance of using qualified marketing people who fully accept the importance of the customer, and (b) the need to ensure that organizational restrictions do not inhibit their marketing professionals' creativity and natural information orientation. © 1996 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.

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