Quality factors and performance outcome of cloud-based marketing system

Abstract

Purpose This study aims to propose an integrated model based on the DeLone and McLean Information System Success Model (DMISS) to examine whether quality factors (system, service and information) can affect user satisfaction and performance of cloud-based marketing systems. Design/methodology/approach Recently, technologies change quickly, innovation becomes a vital base of productivity and sustainable growth of businesses is widely accepted. Cyber-physical system technologies help industries change production and marketing cycles according to customers’ needs in real-time. In addition, processing information through cloud service helps companies meet customer needs. The advantages of cloud technology also make it easier for companies to quickly collect the latest data from various sources, making it more effective in decision-making. This research recommends cloud-based marketing to help companies maximize their revenue by providing useful information and better quality for business development. The data were gathered from China automotive companies’ customers. A total of 220 questionnaires were distributed, and 165 (82.5%) usable questionnaires were analyzed using structural equation modeling. Findings This study verified that costumers’ perceived information quality, system quality and service quality positively caused the user satisfaction in the cloud-based marketing system. Practical implications This paper presents beneficial advice for improving cloud-based marketing systems. Besides, the topic is relevant to cloud-based marketing systems’ success. A better understanding of the impact of intention to use and user satisfaction on cloud-based marketing systems could significantly enhance companies’ success. This paper’s theoretical and practical contributions are expressed to guide organizations and policymakers in increasing cloud-based marketing systems acceptance. Originality/value This study empirically tests the relationship of quality factors and performance outcome of cloud-based marketing system through a model based on DeLone and McLean theory. This study bridges the research gap by identifying the factors that drive the adoption of cloud-based services in marketing and the impact of user satisfaction and intention to use on the cloud-based marketing system performance in the case of china companies.