The effect of marketing intelligence adoption

. The purpose of this study is to examine the effect of marketing intelligence (MI)


INTRODUCTION
The Egyptian banking sector is one of the huge service sectors that contribute to Egypt's economic growth, creating around a third of sector operates in a fast changing environment characterized with highly competitive market.Moreover, the competitive pressure intensively increased due to the penetration of foreign and private banks to the Egyptian market.
Intensifying competition forced banks operating in Egypt to offer more technologically -based services in order to better serve their customers including automated teller machines (ATMs), plastic cards, mobile banking, internet banking, and electronic fund Bagga, 2020, p. 5, Ismaeel and Alzubi, 2020, et al., 2014, p. 84).Therefore, the banks operating in Egypt are required to adapt to that highly competitive market and respond to these rapid changes in the marketplace.
In the light of severe competition between banks operating in the Egyptian market, the adoption of MI within banks was absolutely necessary, in order to be able to respond to the market pressures and compete with larger majority of banks operating in Egypt have adopted MI.This study focuses on 12 central banks adopting MI and listed in the Egyptian stock exchange.MI adoption was the key to success for those 12 banks listed in the Egyptian stock exchange, in terms of managing their marketing activities, as well as analyzing large amount of marketing information gathered about their customers, competitors, and banks to predict their customers' needs and interests, know their competitors, and analyze the internal and external marketing environment to determine their strengths, weaknesses, 2020, p. 1236).essential tool used by banks' management to of those 12 banks listed in the Egyptian stock exchange and make decisions related to their analysis allows banks' management to anaprovides them with a deep understanding on to evaluate their banks' performance.(San and often called ratio analysis.(Lipunga, 2014, -of those 12 banks adopting MI and listed in on equity (ROE) and return on assets (ROA).

THEORETICAL FRAMEWORK (MI)
of them include: "Marketing intelligence is the process of collecting daily information about important developments in the marketing environment that help managers to set, adjust, and update marketing plans".and Thangaraja (2016) added that "marketing intelligence is the continuous and systematic collection and analysis of everyday information about any changes occurring in the company's marketing environment including competitors, attitudes, or buying behavior for the purpose of helping managers to better understand what is happening in the market and the available market opportunities.This in turn will help managers to make effective and accurate decican be viewed as a continuing and interacting structure of people, equipment, and procedures that are responsible for gathering, sorting, analyzing, and distributing pertinent, timely, and accurate information that help decision makers to improve their marketing planning, intelligence refers to the information, primarily quantitative in nature, that organizations gather through direct interaction and dialogue with market participants including customers, competitors, suppliers, sales force, social media, blogs, internet, or any combination of these in order to produce actionable insights for decision makers".
to scan, monitor, analyze, and evaluate marketing information gathered from all accessible points (internal and external marketing environment, marketing research, and market developments) in order to counteract on competitors' actions and prevailing market conditions for improving the company's competitive advantage and overall performance through enhanced and intelligent decision making".

Main dimensions of MI adoption
sions or variables that constitute the adoption of MI.

Marketing intelligence (MI)
Main dimensions of MI.

Competitor intelligence:
is the process of collecting and analyzing information about competitors, their trends, strategies, and future plans.This helps an organization to form a clear picture of the competitive environment where it works in, as well as helps it Competitor intelligence is based on the ethical gathering of different types of information including government records that are openly 2.2.2.Customer intelligence: is the process of gathering and analyzing information about customers' buying behavior, intentions, preferences, motivations, concerns, beliefs, and perceptions.This helps an organization to create will be able to produce the products that satisfy customers' needs, as well as meet their expec- Lymperopoulos and chaniotakis, 2005, p. 485).

Product intelligence:
is the process of collecting and analyzing information about an organization's products as well as about those of competitors.This provides an organization's management team with deep insights about product development and innovation activities.
Product intelligence enables an organization to make individual product decisions including decisions about product attributes such as product quality, price, design, features, labeling, packaging, as well as after -sale services.et al., 2012, p. 231).

Technology intelligence:
is the process of identifying and analyzing the technological opportunities and threats that may affect an organization's development.This helps an organization to understand what is going on in the surrounding world of technology, and adopt the technologies that help an organization to gain the most competitive advantage.The good technology intelligence provides an organization with a solid knowledge and support for planning and creating its own innovation path.2013, p. 35, Ozturk et al., 2012, p. 331), p. 331).

Marketing environment intelligence:
MI goes beyond gathering information related to competitors and customers.It extends to gather information about the external marketing environment of an organization.
The marketing environment intelligence aims at identifying the opportunities as well as the threats an organization faces in the external marketing environment.MI works to take advantage of the available opportunities and overcome the threats as well as try to turn them into investment opportunities.Due to global competition and the complexity of surpredict the events surrounding the organization.MI reduces the environmental uncertainty through continuous monitoring of events that help to receive signals about any changes in the environment.This in turn leads to excellence and competitive advantage.(Ismaeel p. 231).

Importance of MI adoption
ing intelligence within any organization stems from its crucial role in performing the following functions: MI gathers daily information on all developments in the marketing environment which help managers to design and mod-MI is an important tool for gathering relevant information that help marketing managers to improve decision making under different conditions including certainty, uncertainty, and p. 25).MI is a future -oriented activity that helps managers in predicting and planning for the future reactions of competitors.This enables managers to overcome threats and avoid risks of competitors early, as well as exploit available opportunities in the marketreduce the astonishments and the employees' inability against environmental changes, as well as minimizes the company's exposure to environmental risks and danger.(Al-Weshah, marketing managers to identify the organization's target market, and provides insights about both current and potential customers who are predisposed to buy the organization's products/services.This will guide organizations in directing their marketing activities to the right target market.Moreover, MI helps to analyze consumer buying behavior.Thus, an organization can produce the products that only satisfy and meet consumers' needs and wants.p. 1005).MI helps marketing managers to create long-term relationships with customers, manage customer relationships, which results in increasing customers' satisfaction, loyalty, retention, and positive word of mouth.(Carson of MI is vital in shaping an organization's competitive advantage.MI helps an organization to compete with other organizations, by providing it with relevant information about its competitors.This helps an organization to expect it competitors' reactions and be able to plan for the next strategic moves.(Carson et al., 2014, p. 27).MI contributes to improving an organizations performance due to its effect on enhanced market share.(Ismaeel and Alzubi,p. 2).MI plays an important role in encouraging innovation and creativity.The emergence of creative ideas from using MI helps an organization to produce new products and enter new markets.This results in improving an organization's competitive position.Thereby, it can survive and grow in competitive markets helps an organization to analyze the marketing environment.This in turn enables marketing managers to identify the organization's strengths, weaknesses, opportunities, and threats (SWOT analysis).Also, MI helps in formulating the market penetration strategy, as well as market segmentation and market development strategies.(Maria et al., 2020(Maria et al., , et al., 2012, p. 228), p. 228).
The banking sector is the most important seg-p.649).Moreover, Banks play a crucial role in the economic resource allocation of countries by chanelling funds from depositors to investors continuously.They offer all important services including providing deposits and loan facilities for personal and corporate customers, making credit and liquidity available under different market conditions, and providing access to the nations payment systems.
added that the health of the nation's economy is closely and positively related to the soundness of its banking system.A highly developed banking sector plays an important role in promoting the whole country's economic growth.
cial performance of banks reward the shareholders for their investment and stimulates additional investment which will bring further economic growth.On the other hand, poor performance of banks may lead to their which will have negative consequences on eco- The soundness of the banks depends greatly cates into either the strength or the weakness is one of the essential conditions for maintaining the stability of banking system, this study the different performance measures of the banks which can be analyzed.(Akbas, 2012, p. 104).a bank in generating earnings.(Lipunga, 2014, of banks contributes to the economic development of the entire nation by providing additional employment and tax revenues to the gov-to the income of investors by having a higher dividend, and thereby improve the standard of A number of previous studies argued that there found to be the most generally used methods. and accounting information, which in turn provides managers a deep understanding of -mance.This study as well as previous studies indicators: return on equity (ROE) and return on assets (ROA).ROE and ROA are the most

Hypotheses development
This study examines the effect of MI adoption banks adopting MI and listed in the Egyptian stock exchange.The following section presents the development of the main hypothesis based on the relationship between MI adoption and MI and listed in the Egyptian stock exchange.
help the bank's management in the decision making process of the bank's operations, as well as maintaining providing the management with concrete and Jolevski, 2017, p. 7).In particular, the value of for any changes that may occur in the bank's p. 231).Based on the above discussion, the following main hypothesis is proposed: ROA is not distorted by high equity multipliers.ROA is also a proxy measure used to determine the bank's ability to generate income a bank utilizes its total assets to achieve high ity from the perspective of shareholders, i.e.

Measures
On one hand, a questionnaire tool was used to measure the research independent variable which includes the MI adoption in 12 central banks adopting MI and listed in the Egyptian stock exchange.The questionnaire was directed to people working within the information Operationalization of the independent variables of MI.

Variable
Operational measure References

MI adoption
Dichotomous variable indicating

The sample and response rate
tiality of banks, the 12 central banks listed in the Egyptian stock exchange are numbered from 1 to 12 instead of mentioning their names.The main concern of the present study is targeting the IT people working within the information technology (IT) department due to their great knowledge of MI adoption.There are nearly 40 people working within the IT department in each of those 12 banks.Based on the research population which consists of 480 people, the research sample size consists of 224 people which represent the minimum sample size.The simple random sampling technique was the most suitable one for this research.The questionnaire was distributed to 320 people working within the information technology (IT) department in the 12 central banks adopting MI and listed in the Egyptian stock exchange.80 questionnaires were excluded and removed from the sample for being largely incomplete, and only 240 out of 320 were collected.The remaining 240 usable question-75%, which was considered highly reasonable with regard to MI adoption studies.

Validity and reliability
To measure the validity and reliability of the constructs of the questionnaire instrument, exhaustive literature review was carried out to identify the constructs and items that were used in the previous studies related to MI adoption.Secondly, a wide range of items were selected included in the present study.Thirdly, an initial version of the questionnaire was prepared in English, and then translated into Arabic.
directing the questionnaire to 25 IT staff working in different banks operating in Egypt.Relaying on their comments and recommendations, some questions and items was deleted improve the clarity and relevance of the ques-ability of the questionnaire, cronbach's was computed to evaluate the internal consistency pendent variable used in the present study.

Descriptive statistics of the independent variables
The independent variable of the study is repproduct, analyzing the marketing environment, competitive risks, and information technology.As shown in Table 3, the mean values of all variables are ranged between 3.67 and 4.89, indicating that the respondents tend to agree or strongly agree to most of the statements that measure these variables.Table 3 reveals that the variable with the highest agreement and minimum variation (S.D. = 0.12) is the information technology.While the variable with the least agreement and maximum variation (S.D. = 0.35) is the competitive risks.Besides, a comparison was conducted between the 12 central banks listed in the Egyptian stock exchange, in order to determine the differences among the 12 banks in each bank.The comparison is based on the 5 uct/service, analyzing the marketing environment, competitive risks, and information technology.The results of comparison are sumthe results indicate that all the 12 central cates that those banks have adopted the MI in 9, 2 and 10 respectively come later, which indicates that those banks have adopted the MI cient way.Table 4 also reveals the differences between the 5 main variables of MI adoption for each bank.In general, the information technology variable (97.85%) the most important variable in the MI adoption, followed by product/service (90.60%), followed by customers (87.70%), followed by analyzing the marketing Descriptive statistics of the independent variables.Table 5, the results indicate that all dependent variables whether before or after the adoption of MI, reveal small data distraction due to their whereby the standard deviation of this variation is less than the mean.Table 5 also shows tor (ROE) that was 0.015983 before MI adoption.While, after MI adoption, the mean values of ROE raised to 0.030067, with a percentage of increase equals to 88%.Similarly, the mean valwas 0.1538 before MI adoption, and raised to 0.2889 after MI adoption, with a percentage of increase equals to 88% as well.Moreover, the mean values of ROE and ROA are very close to median values, which indicate that the distribution of these variables is symmetrical.In addition to Skewness values which the minimum and maximum values of ROE and ROA are positive values, which indicate that all ratios, whether before or after MI adop-the results in Table 5 indicate that all Jarque-Bera statistical values are less than the tabumeans that all dependent variables follow normal distribution.This result is in compliance with the sig values (p-value > 5%).plots were conducted, and reveal that all data points are near or on the straight reference line, indicating that both ROE and ROA are normally distributed.Moreover, the effect of MI adoption on ROE and ROA of 12 central banks adopting MI and listed in the Egyptian show the effect of MI on ROA.The ROE and before the adoption of MI (2012-2016) were period after the adoption of MI (2017MI ( -2021)).

Variable
ing MI, and its effect was clearly observed on enhancing the ROE and ROA of the 12 banks after adopting the MI.
The effect of MI adoption on ROE.
The effect of MI adoption on ROA.

Correlation analysis
The correlation analysis of the variables of the study was conducted using Pearson correlaand ROA).The results of the correlation analysis are summarized in Table 6.The results in between ROE and MI adoption, since the value P-value < 0.001, and the strong positive correlation ranges between (0.7 and 1).

Regression analysis
This study aims to examine the effect of MI cators (ROE and ROA) of 12 central banks adopting MI and listed in the Egyptian stock exchange.Therefore, the simple linear regression model was used to test the two research sub-hypotheses.The independent variable (MI) will be expressed as dummy variable that takes the value 0 before the adoption, and takes the value 1 after the adoption.The following simple linear models were estimated as follows: 120.j = 1, 2, …, 10 120.j = 1, 2, …, 10 Where ROEij: denotes the ith observed value of ROE within bank j.ROAij: denotes the ith observed value of ROA within bank j.MIij: denotes the ith observed value of MI within bank j.

The analysis of Reg. 1
The main aim of the present study is to examine the effect of MI adoption on enhancing the return on equity (ROE) of 12 central banks adopting MI and listed in the Egyptian summarized in Table 7.As shown in In order to estimate the parameters of Reg. 1, the ordinary least square estimation method (OLS) was used, which is a parametric estimation method.Table 8 summarizes Table 8 indicate that there is a positive relation between MI and ROE, and any change in the independent variable (MI) from 0 to 1 will lead to an increase of 0.135 in the predicted value of the ROE.Moreover, there is banks adopting MI and listed in the Egyptian stock exchange, since (t-statistic = 15.33) with Watson (1.817) indicates that there is no serial autocorrelation problem, as the value is near to 2.

The analysis of Reg. 2
Similarly, the same analysis of the previous sub-section was conducted in order to examine the effect of MI adoption on enhancing the return on assets (ROA) of the 12 central banks adopting MI and listed in the Egyptian marized in Table 9.As illustrated in Table 9, the ROA of 12 central banks adopting MI and listed in the Egyptian stock exchange, since, Also, based on the value of adjusted R2 (0.565), this indicates that MI could infer 56.6% from the total variation of ROA.
Table 10 summarizes the regression coefthere is a positive relation between MI and ROA, and any change in the independent variable (MI) from 0 to 1 will lead to an increase of 0.014 in the predicted value of the ROA.
ROA of 12 central banks adopting MI and listed in the Egyptian stock exchange, since (t-statistic = 12.476) with p-value < 0.001 and conthe value of Durbin Watson (1.901) indicates that there is no serial autocorrelation problem, as the value is near to 2.
According to all previous statistical analysis results, it can be concluded that the main hypothesis is rejected.

DISCUSSION
The present study contributes to the existing literature of MI adoption and its effect   et al., 2013).Despite the 12 central banks had adopted the MI, there were some differences of adopting the MI.A detailed analysis of The results revealed that the information technology variable was found to be the most vari- This results was consistent with previous studit can be concluded that there are some banks others.As a result, the 12 central banks were The results indicated that Bank 3, 8, 11, and bank 12, 1, 5, 7, 9, 2 and 10 respectively come cient way.

CONCLUSION
Currently, the Egyptian banking sector witnesses severe competitive pressure within the vast majority of banks are urged to adopt MI due its effect on improving operational itive advantage, increasing sales revenues, ing growth and survival in the marketplace.study through examining the effect of MI adopof 12 central banks adopting MI and listed in the Egyptian stock exchange.The results ROA) of those banks.This result is largely in ies related to MI adoption in different countries and contexts.This study contributes to both Regarding knowledge, little research work has been carried out regarding MI adoption in the service sector and particularly within cerning MI adoption within the banks listed in the Egyptian stock exchange.As for practice, marketing managers need to move theory into practice and gain better understanding of MI adoption process.In this context, the study provides guidelines for marketing managers to that constitute and support the adoption of MI within any sector.These include: customers, product or service, analyzing the marketing environment, competitive risks, and information technology.

LIMITATIONS AND IMPLICATIONS FOR FUTURE RESEARCH
The research on which this study is based, like much social science research, is affected by sevself -reports, which may produce bias.Second, this study has been conducted in one country (Egypt).Moreover, the study focuses on one service sector (banking sector: only 12 central banks listed in the Egyptian stock exchange).
Third, the present study aims to examine the effect of MI adoption on enhancing only 2 ings, future researches need to be carried out on many other dimensions such as bank performance including sales revenues, market share, and competitive advantage.
successful MI adoption, marketing managers need to understand the main requirements of adopting MI.The following managerial implicommitment, support, and belief in the importance of adopting MI within banks.Second, using the latest up-to-date information technology which is considered to be the backbone of MI adoption.Third, MI adoption requires conducting effective training programs for all bank members especially IT staff, on a regular in order to encourage and motivate the talent members for their devoted efforts.Sixth, building cross-functional team-works that are highly skilled, experienced, competent, and

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(A) Return on equity (ROE): There are varindicators.This study focuses on using two them includes return on equity (ROE).The following section presents the development of ROE = Net income Average total equity Return on equity is considered as an import-ROE is calculated as dividing net income (or This indicator is most often shown in percentper dollar of book equity capital.ROE shows erable, as it implies that the management is and generating revenues to shareholders.Thus, is the bank.This indicates into a more powerper unit of the invested capital.(Asqar, 2022, 2015, p. 51).Based on the above discussion, -(B) Return on assets (ROA): A second alterbanks is return on assets (ROA).The following section presents the development of the second sub-hypothesis: ROA = Net income Average total assets banks.It is used as a main indicator of the bank assets.This indicator is most often shown in percentage.It indicates into the returns gen-agement in converting bank's assets into net -able is the bank, and vice versa.ROA is the best 12 central banks adopting MI and listed in explores a new domain (Egypt), and thereby of MI has emerged as a modern marketing system in most of banks operating in Egypt.In this context, the present study aims to examine the effect of MI adoption on enhancing the profitability indicators of 12 central banks adopting MI and listed in the Egyptian stock exchange.The results of the study indicated a strong positive relationship between MI adoption and of those 12 central banks.This result supports et al., 2012.The following variable to enhancing banks was product/service.This was asserted by a great body of literature review (e.g.: Shailza indicators of those 12 central banks was the customers variable.This result is in line with sev-ability indicators of the 12 central banks was analyzing the marketing environment.This supports the research results of other previous the 12 central banks was the competitive risks.

Table 6 a
strong positive correlation between ROA and MI adoption, since the value of Pearson correla-