Marketing Analytics Use Intentions, User Satisfaction and Continuance Usage Amongst Firm Employees in Ghana

Abstract

This study examines the factors affecting user intentions, actual use, user satisfaction and continuance usage of marketing analytics technology by firm employees in a developing country context. The study adopted an explanatory sequential mixed methods approach. Quantitative data was collected from 213 firm employees through convenience sampling. The study used an online survey to collect the quantitative data, while interviews were used to collect data for the qualitative study. The quantitative data collected was analysed using Partial Least Squares Structural Equation Modelling through SmartPLS 3. The qualitative study using purposive sampling collected data from six firm managers using in-depth telephone interviews. The qualitative data were coded using MAXQDA and analysed using thematic analysis. The results reveal that performance expectancy, facilitating conditions, user attitudes, and perceived trust predict intentions to use marketing analytics. Effort expectancy, social influence, and personal innovativeness in information technology were found not to predict intentions to use marketing analytics. The study also found that intention to use marketing analytics is a predictor of actual use of the technology. Apart from the moderating effect of age and type of innovator on effort expectancy, all the proposed moderating effects were not significant. Actual use was also found to be a predictor of user satisfaction. The study also found that user satisfaction is a predictor of continuance usage of marketing analytics technology. The study concludes that intentions determine the actual use of innovative technologies, while user satisfaction affects continuance usage. This study has practical implications for firms seeking to enhance the use of marketing analytics technology in developing countries.