The impact of marketing intelligence adoption on banking profitability: Evidence from Egypt

The study investigates the impact of marketing intelligence on the profitability of banks by integrating the qualitative analysis of marketing intelligence according to the questionnaire with the quantitative analysis of profitability indicators of the same bank. Using return on assets and return on equity, the study estimates the bank's profitability using two metrics: return on assets and return on equity. Consequently, the study provides a separate model for each cross-sectional measure examined. That includes bank size, capital adequacy, and leverage as control variables. The study found that marketing intelligence has an impact on the bank’s profitability, which includes bank size, capital adequacy, and leverage as control variables. Within the control variables, competitor intelligence, product intelligence, technology intelligence, and marketing environment intelligence affected (78.09%) the return on assets. However, competitor intelligence, customer intelligence, product intelligence, technology intelligence, and marketing environment intelligence influenced 82.56 percent of the return on equity among the control variables. The study has several limitations. This research has only been conducted in Egypt. In addition, the study concentrates on a single service sector. Consequently, the generalizability of the findings requires further investigation.