The Role of Marketing Intelligence in Improving the Efficiency of the Organization: An Empirical Study on Jordanian Hypermarkets

Bader Ismaeel; Bashar Younis Alkhawaldeh; Khaled Khalaf Alafi

doi:10.37380/jisib.v13i2.1082

Authors

Bader Ismaeel The World Islamic Sciences & Education University https://orcid.org/0000-0002-0482-6331
Bashar Younis Alkhawaldeh Jerash University https://orcid.org/0000-0002-4921-5702
Khaled Khalaf Alafi The World Islamic Science and Education University

DOI:

https://doi.org/10.37380/jisib.v13i2.1082

Keywords:

marketing intelligence, market research, competition intelligence, consumer intelligence, marketing analytics, product intelligence, organizational efficiency, Hypermarkets, Jordan

Abstract

In today's competitive business environment, marketing intelligence plays a crucial role in improving the efficiency of organizations in hypermarkets in Jordan. The purpose of this study is to explore the role of marketing intelligence in improving the efficiency of hypermarkets in Jordan. The paper discussed the concept of marketing intelligence, the importance of marketing intelligence in hypermarkets, the benefits of marketing intelligence, and the challenges that hypermarkets may face while using marketing intelligence. The study conducted on a convenience sample consisting of 256 respondents showed that there is an impact of market research, competition intelligence, and consumer intelligence as the main dimensions of marketing intelligence on the efficiency of hypermarkets in Jordan. While there was no effect of the dimensions of marketing analytics and product intelligence on the efficiency of hypermarkets in Jordan. The study also provided a set of important recommendations for the companies surveyed.

References

Al-Adamat, A. M., Alkhawaldeh, M. I., Mansour, S. S., Eldahamsheh, M. M., Mohammad, A. A., Alshura, M. S., & Al Kurdi, D. B. (2023). The Effect of Electronic Marketing on Customer Satisfaction of the Insurance Companies in Jordan. In The Effect of Information Technology on Business and Marketing Intelligence Systems. Studies in Computational Intelligence, vol 1056 (pp. 2249–2264). Cham: Springer International Publishing.

Alasiri, M. M., & Salameh, A. A. (2020). The impact of business intelligence (BI) and decision support systems (DSS): exploratory study. International Journal of Management, 11(5), 1001-1016.

Alawamleh, M., Al-Hussaini, M., & Bani Ismail, L. (2022). Open innovation in the food industry: trends and barriers—a case of the Jordanian food industry‏. Journal of Global Entrepreneurship Research, 1-12.

Al-Hawary, S. I., & Obiadat, A. A. (2021). Does mobile marketing affect customer loyalty in Jordan?‏. International Journal of Business Excellence, 23(2), 226-250.

Al-Shaikh, M. S. (2020). The effect of shopping centers on consumer buying decision for consumer goods-afield study on safeway Amman-Jordan. International Journal of Scientific & Technology Research, 9(1), 2292-2299.

Amirrudin, M., Nasution, K., & Supahar, S. (2021). Effect of variability on Cronbach alpha reliability in research practice. Jurnal Matematika, Statistika dan Komputasi, 17(2), 223-230.

Bader, D., Al-Alwan, M., & Twaissi, N. (2023). Big data and sustainable supply chain management of hypermarkets in Jordan: An experimental study using structural equation modeling approach‏. Uncertain Supply Chain Management, 11(3), 1111-1120.

Birjali, M., Kasri, M., & Beni-Hssane, A. (2021). A comprehensive survey on sentiment analysis: Approaches, challenges and trends‏. Knowledge-Based Systems, 226, 107134.

Chitty, B., Ward, S., & Chua, C. (2007). An application of the ECSI model as a predictor of satisfaction and loyalty for backpacker hostels. Marketing Intelligence & Planning, 25(6), 563-580.

Dash, R., McMurtrey, M., Rebman, C., & Kar, U. K. (2019). Application of artificial intelligence in automation of supply chain management. Journal of Strategic Innovation and Sustainability, 14(3), 43-53.

Di Vaio, A., Palladino, R., Hassan, R., & Escobar, O. (2020). Artificial intelligence and business models in the sustainable development goals perspective: A systematic literature review‏. Journal of Business Research, 121, 283-314.

Du, Y., & Salameh, E. (2019). MAF Carrefour Jordan: management control systems at an early-stage retail company‏. Emerald Emerging Markets Case Studies, 9(3), 1-19.

Elasrag, H. (2016). Halal industry: Key challenges and opportunities‏. Egypt: ISBN: 153002997X, 9781530029976.

Ferreira, J., & Ferreira, C. (2018). Challenges and opportunities of new retail horizons in emerging markets: The case of a rising coffee culture in China‏. Business Horizons, 61(5), 783-796.

Gottfried, A., Hartmann, C., & Yates, D. (2021). Mining open government data for business intelligence using data visualization: a two-industry case study‏. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1042-1065.

Ismaeel, B., & Alzubi, M. M. (2020). The impact of marketing intelligence on the market share of the Jordanian Commercial Banks‏. Suntext Review Of Economics And Business, 1(3), 1-8.

Johnstone, M. L., & Tan, L. P. (2015). An exploration of environmentally-conscious consumers and the reasons why they do not buy green products. Marketing Intelligence & Planning, 804-825.

Jordão, I. L., Souza, M. T., Oliveira, J. H., & Giraldi, J. D. (2017). Neuromarketing applied to consumer behaviour: an integrative literature review between 2010 and 2015. International Journal of Business Forecasting and Marketing Intelligence, 3(3), 270-288.

Keiningham, T., Aksoy, L., Bruce, H. L., Cadet, F., Clennell, N., Hodgkinson, I. R., & Kearney, T. (2020). Customer experience driven business model innovation‏. Journal of Business Research, 116, 431-440.

Kumar, V., Leone, R. P., Aaker, D. A., & Day, G. S. (2018). Marketing research‏. John Wiley & Sons.

Lies, J. (2019). Marketing intelligence and big data: Digital marketing techniques on their way to becoming social engineering techniques in marketing. International Journal of Interactive Multimedia and Artificial Intelligence, 5(5), 134-144.

Madanat, H. G., & Khasawneh, A. S. (2018). Level of Effectiveness of Human Resource Management Practices and Its Impact on Employees’ Satisfaction in The Banking Sector of Jordan. Journal of Organizational Culture, Communications and Conflict, 22(1), 1-19.

Mandal, P. C. (2017). Customer databases and database marketing: roles in relationship marketing‏. International Journal of Business Forecasting and Marketing Intelligence, 3(3), 327-336.

Mandal, P. C. (2022). Marketing information and marketing intelligence for customer insights‏. International Journal of Business Excellence, 28(1), 18-31.

Maria, S., Pusriadi, T., & Darma, D. C. (2020). Marketing intelligence: Benefits and implementation of its business‏. Problems of Management in the 21st Century, 15(2), 92-99.

Migdadi, Y. K., & Abdel-Rahman, E. H. (2020). The impact of grocery retail superstores location on the customer’s perceived quality of servicescape in Jordan‏. Quality Management Journal, 27(2), 120-132.

Mogaji, E., Soetan, T. O., & Kieu, T. A. (2021). The implications of artificial intelligence on the digital marketing of financial services to vulnerable customers‏. Australasian Marketing Journal, 29(3), 235–242.

Mulekye, M. M. (2018). Sources of Supply Market Intelligence in Strategic Sourcing Among Supermarkets in Kenya: a Case Study of Tuskys Supermarket‏. Doctoral dissertation, university of nairobi.

Najm, A., & Manasrah, A. K. (2017). The effect of talent management on organizational performance: applied study in Jordanian banks. Review of Applied Socio-Economic Research, 13(1), 36-51.

Pace, D. S. (2021). Probability and non-probability sampling-an entry point for undergraduate researchers. International Journal of Quantitative and Qualitative Research Methods, 9(2), 1-15.

Rojas-Mendez, J. I., Parasuraman, A., & Papadopoulos, N. (2017). Demographics, attitudes, and technology readiness: A cross-cultural analysis and model validation‏. Marketing Intelligence & Planning, 35(1), 18-39.

Saputra, F. (2022). Analysis Effect Return on Assets (ROA), Return on Equity (ROE) and Price Earning Ratio (PER) on Stock Prices of Coal Companies in the Indonesia Stock Exchange (IDX) Period 2018-2021. Dinasti International Journal of Economics, Finance & Accounting, 3(1), 82-94.

Shao, S., Hu, Z., Cao, J., Yang, L., & Guan, D. (2020). Environmental regulation and enterprise innovation: a review‏. Business Strategy and the Environment, 29(3), 1465-1478.

Stanciu, S., Vîrlănuţă, F. O., Vochin, O. A., Ionescu, R. V., & Antohi, V. M. (2019). Fast Moving Consumer Goods (FMCG) Market in Romania Features and Trends‏. Amfiteatru Economic, 21(13), 778-794.

Yoseph, F. (2023). New Approach for Market Intelligence Using Artificial and Computational Intelligence‏. Abo Akademi: Abo Akademi University.

Yousef, L. S. (2021). Majid Al Futtaim Retail–Carrefour’s Successful Big Transition to Online Presence. In Corporate Success Stories in the UAE: The Key Drivers Behind Their Growth. Emerald Publishing Limited, 109-119.