The Impact of Information and Communication Technology on Marketing Performance: : Case Study at the Majid Mall Supermarket at Sulaimania in the Kurdistan Region of Iraq

Resumen

Technology advancement has  supported the market performance around the world even in the developing world. Moreover, firms in the market seek finding best means to reach to customers and also develop their business gradually and efficiently. This study is a quantitative study, the survey aims to identify and clarify how information and communication technology affect marketing performance at Majid Mall in Sulaimania. The survey has close-ended question, seeking the answers of the questions aimed at examining all of the hypotheses tested in this study. The research community in this study consisted of employees at Majid mall supermarket in Sulemani. This survey is descriptive and correlational. This survey was a random sampling for employees in Majid mall, in which 120 participants from the administrative staff of the mall have taken part voluntarily.  For analyzing the collected empirical data the researchers used the software package for statistical analysis SPSS V.21 and for testing all hypotheses through the regression method. The results showed that the statistical process of hypothesis testing has revealed the remarkable role of ICT based on using (network, database, and software) is the greatest significance where (Beta= 0.366, Sig= 0.004) it positively and straightway retreats on marketing performance. The researchers recommend improving ICT facilities in Majid mall shopping for the sake of improving their market performance in the long-run. Moreover, it supports employee's development in terms of quantity, quality, and promotes the ICT culture through the formulation and implementation of more frequent technology-specific training programs for their staff.