Organizational, strategic and technical barriers to successful implementation of database marketing

摘要

This paper evaluates the strength of perceived barriers to the adoption of database marketing (DBM) in the UK financial services sector. Using an obtained sample of 46 per cent of all major banks, building societies and insurance companies it is revealed that organizational and strategic barriers are seen as less important than technical barriers for both adopting and non-adopting organizations. This result, coupled with the low level of sophistication of current systems and the interest and importance of DBM to the majority of financial services organizations, suggests that current systems are unimpeded by organizational and strategic barriers. We argue that the future promise of more sophisticated DBM applications to give strategic advantage is thus likely to be compromised, due to the lack of an awareness, amongst our respondents, of the criticality of organizational and strategic barriers which are well documented in the literature.