| Summary: | The shrewd decision making is essential for organizations to survive in a highly
competitive marketplace. Marketing Information System (MIS) is one of the elements
that has significant effect on precise decision making. In this research, the researcher
examined the influence of Marketing Information System on the process of decision
making among five-star hotel managers in Jordan. The present research would assess
the moderation effect of Information Technology (IT) on the relationship between
marketing information system and decision making. This is a cross-sectional study
employed simple random sampling method to select 300 respondents from the sampling
frame which consists of managers and decision makers of the hotels. 300 sets of selfÂ
administered questionnaires were sent to the selected respondents to be responded at
their own convenient time and after a few weeks, a total of239 responses were received
and usable for analysis with a response ratio of 79.67%. The study employed the
second-generation method of analysis namely, Structural Equation Modelling (SEM)
procedure in IBM-SPSS-AMOS 25.0 to model and test the hypotheses. The
Confirmatory Factor Analysis (CFA) procedure has validated all constructs involved in
the study for validity and reliability. SEM results showed MIS, which consists of
Internal Record, Marketing Intelligence, Marketing Research, and Decision Support
System (DSS), has significant impact on decision making Process. More importantly,
MIS contributed about 97% of the decision making Process in the five-star hotels in
Jordan. The testing of hypotheses for MIS components individually found that all the
components, except Marketing Research, has a significant influence on Management
decision making. The moderation effect of IT on the relationship between MIS and
decision making was statistically significant. This study concludes that MIS
significantly influence the decision making process among managers of five-star hotels
in Jordan. And, more importantly, the influence of MIS on decision making is
moderated by the level of IT usage.
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