IMPACT OF MARKETING INFORMATION SYSTEM ON ENHANCING SALES (A CASE STUDY OF UNITED BANK FOR AFRICA, OFFA, KWARA STATE)

This study examined the impact of Marketing Information System (MkIS) on enhancing sales in United Bank for Africa (UBA), Offa, Kwara State. The main objective was to evaluate how the adoption and effective utilization of Marketing Information Systems contributes to improved sales performance and competitive advantage in the Nigerian banking industry. The study adopted a descriptive survey research design. Primary data were collected using structured questionnaires administered to staff and management of UBA, Offa branch, while secondary data were sourced from textbooks, journals, and online publications. A sample size of 60 respondents was selected using simple random sampling technique. Data collected were analyzed using simple percentage, frequency tables, and mean scores. Findings revealed that United Bank for Africa employs various components of Marketing Information System including internal records system, marketing intelligence system, marketing research system, and analytical marketing systems. The study found a positive and significant relationship between Marketing Information System utilization and sales performance. It was also discovered that MkIS enables the bank to gather vital market intelligence, understand customer needs, monitor competitor activities, and make informed marketing decisions that ultimately enhance sales volume. The study concluded that Marketing Information System is a critical tool for enhancing sales performance in the banking sector. It was recommended that UBA and other financial institutions should invest more in upgrading their MkIS infrastructure, train marketing staff on effective use of information systems, and establish a dedicated marketing research unit to ensure continuous data collection and analysis for strategic decision-making.