IDEAS home Printed from https://ideas.repec.org/a/pal/jmarka/v5y2017i3d10.1057_s41270-017-0021-7.html
   My bibliography  Save this article

Marketing intelligence and customer relationships: empirical evidence from Jordanian banks

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41270-017-0021-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41270-017-0021-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. 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.
    2. 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.
    3. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    3. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sanjay Lama & Sojen Pradhan & Anup Shrestha, 2020. "Exploration and implication of factors affecting e-tourism adoption in developing countries: a case of Nepal," Information Technology & Tourism, Springer, vol. 22(1), pages 5-32, March.
    2. Florence Chemtai & Francis Omillo Okumu & Geoffrey Kiptum Kimutai, 2024. "Process Innovation and Financial Inclusion of Microfinance Customers in North Rift Region of Kenya," Journal of Entrepreneurship and Business Innovation, Macrothink Institute, Journal of Entrepreneurship and Business Innovation, vol. 11(1), pages 1-1, December.
    3. Muhammad Ali Nasir & Junjie Wu & Milton Yago & Haohong Li, 2015. "Influence of Psychographics and Risk Perception on Internet Banking Adoption: Current State of Affairs in Britain," International Journal of Economics and Financial Issues, Econjournals, vol. 5(2), pages 461-468.
    4. Majd Mohammad Omoush, 2020. "Investigation the Relationship Between Supply Chain Management Activities and Operational Performance: Testing the Mediating Role of Strategic Agility-A Practical Study on the Pharmaceutical Companies," International Business Research, Canadian Center of Science and Education, vol. 13(2), pages 1-74, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jmarka:v:5:y:2017:i:3:d:10.1057_s41270-017-0021-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.