Determinants of Marketing Effectiveness in IT Service Firms: A Study in Maharashtra

Abstract

With an emphasis on important elements including service quality, CRM, digital marketing, and data analytics, this study investigates the factors that determine marketing performance in IT service organisations in Maharashtra. A structured questionnaire was used to gather primary data from 120 managers and marketing experts using a quantitative research approach. Multiple regression analysis and correlation were two statistical methods used to examine the data. The results show that the most important factor influencing marketing efficacy is service quality, which is followed by CRM and digital marketing. While data analytics is important, its influence is rather small. The report emphasises the significance of implementing an integrated marketing strategy that blends technology capabilities with customer-centric tactics. The findings give IT service companies important information on how to improve their marketing effectiveness and maintain a competitive edge in a fast-paced business climate.