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Marketing intelligence and customer relationships: empirical evidence from Jordanian banks

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  • Ghazi A. Al-Weshah

    (Al-Balqa Applied University)

Abstract

This study aims at investigating the role of marketing intelligence in maintaining and building customer’s relationships in Jordanian banks. More specifically, to measure the effect of marketing intelligence on maintaining and building current and new customer’s relationships. The quantitative design has been built in the study methodology such as descriptive and hypothesis testing methods. A self-administrated questionnaire has been developed as data generation instrument. Using the convenient sample, 110 questionnaires were distributed to executives of marketing, customer relationships, information systems, and customer services who work in Jordanian banks' headquarters. Only 85 questionnaires were returned with response rate 77%. The study concludes that there is significant positive effect for MI on maintaining and building both current and new customer relationships. However, MI practices in Jordanian banks tend to get a new customer rather than to retain an existing one. Moreover, Jordanian banks have potentials to upgrade their marketing intelligence systems in order to achieve competitive advantages based on customer relationship approach. The study provides important lessons in applying marketing intelligence in maintaining and building customer relationships for practitioners or executives in banking industry.

Suggested Citation

  • Ghazi A. Al-Weshah, 2017. "Marketing intelligence and customer relationships: empirical evidence from Jordanian banks," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(3), pages 141-152, December.
    • Handle: RePEc:pal:jmarka:v:5:y:2017:i:3:d:10.1057_s41270-017-0021-7
    DOI: 10.1057/s41270-017-0021-7
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    References listed on IDEAS

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    1. Laketa, Marko & Sanader, Dusica & Laketa, Luka & Misic, Zvonimir, 2015. "Customer Relationship Management: Concept And Importance For Banking Sector," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 6(2), pages 241-254.
    2. Ghazi A. Al-Weshah & Khalid Al-Zubi, 2012. "E-Business Enablers And Barriers: Empirical Study Of Smes In Jordanian Communication Sector," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(3), pages 1-15.
    3. Ghazi A. Al-Weshah, 2013. "The role of internet banking in continuous improvement areas: quantitative evidence from Jordanian banks," International Journal of Business Performance Management, Inderscience Enterprises Ltd, vol. 14(2), pages 181-196.
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    Cited by:

    1. Abdullah Alhamad & Hashed Mabkhot, 2023. "Determinants of Product Innovation Performance in Aviation Industry in Saudi Arabia," Economies, MDPI, vol. 11(2), pages 1-18, February.
    2. Zaenal Aripin & Uce Karna Suganda & Allizia Zulfa Kusumah, 2022. "Marketing intelligence: Innovation ability to anticipate global competition," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(1), pages 328-339, January.
    3. Pradeep Kautish & Arpita Khare & Rajesh Sharma, 2022. "Health insurance policy renewal: an exploration of reputation, performance, and affect to understand customer inertia," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 261-278, September.

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