Integrating MMIS core product and service offerins in B2B context: implications for providers

Abstract

The paper presents findings in the second phase of a two-year research project. In the first phase, the aim was to investigate perceptions and attitudes regarding choice decisions of MMIS products and services in Greece utilising interviews with directors. Three main categories of criteria namely, "supplier's name and reputation", "financial terms of acquisition", and "customer support service" were identified as elements that influence choice decisions. In the second phase, data collected through a questionnaire survey of the same directors was used to test the theoretical model. The aim is to empirically identify the dimensions for MMIS selection and performance evaluation and their relative importance and discuss implications for marketing strategy. The paper also discusses weaknesses associated with the ineffective consideration and adoption of marketing concept by industrial providers. Results suggest that the more the companies are embracing the marketing concept, the more likely is that the gap between expected and actual utility of MMIS increases at the expense of rendering services by the latter. Implications of this research for practitioners are also discussed.