The Role of Business Intelligence Tools in the Decision Making Process and Performance


  • Tamara Maaitah NBU



business intelligence tools, competitive advantage, customer satisfaction, employee satisfaction and universities


In the current turbulent business markets, the way companies address and tackle unexpected events is reflective of its success. Different varieties of technological tools have been created to assist in overcoming unpredictable and unexpected events in businesses that cold impact them, and one such tool is the business intelligent. Such systems assist in gathering data concerning business operations and environments transforming information into something that can be easily understood. Major firms have adopted big data analytic systems but this does not hold true for most universities and organizations literature has yet to present the way business intelligence tools affect businesses of different types. Therefore, in this study, the impact of business intelligence tools on the decision-making and performance of public universities in Jordan is investigated.This qualitative study was conducted on 200 members in 10 chosen universities. Based on the interview results, BI tools deployed in the universities assist in facilitating timely decision-making, enhances efficiency of performance and meets client’s needs suitably, leading to employee satisfaction.


Abusweilem, M., & Abualoush, S. (2019). The impact of knowledge management process and business intelligence on organizational performance. Management Science Letters, 9(12), 2143-2156.

Alyan, M. A. A. (2022). The Impact of Business Intelligence on Employee Empowerment, the Mediating Role of Information and Communication Technology (ICT), A Field Study on Jordanian Universities-Zarqa Governorate. Diss. Zarqa University.

Alzghoul, A., Khaddam, A. A., Abousweilem, F., Irtaimeh, H. J., & Alshaar, Q. (2022). How business intelligence capability impacts decision-making speed, comprehensiveness, and firm performance. Information Development, 02666669221108438.

Arefin, M. S., Hoque, M. R., & Rasul, T. (2020). Organizational learning culture and business intelligence systems of health-care organizations in an emerging economy. Journal of Knowledge Management.

Bach, M. P., Jaklič, J., & Vugec, D. S. (2018). Understanding impact of business intelligence to organizational performance using cluster analysis: does culture matter?. International Journal of Information Systems and Project Management, 6(3), 63-86.

Božič, K., & Dimovski, V. (2019). Business intelligence and analytics use, innovation ambidexterity, and firm performance: A dynamic capabilities perspective. The Journal of Strategic Information Systems, 28(4), 101578.

Chen, Y., & Lin, Z. (2021). Business intelligence capabilities and firm performance: A study in China. International Journal of Information Management, 57, 102232.

Daradkeh, M. (2022). Innovation in Business Intelligence Systems: The Relationship Between Innovation Crowdsourcing Mechanisms and Innovation Performance. International Journal of Information Systems in the Service Sector (IJISSS), 14(1), 1-25.

Gauzelin, S., & Bentz, H. (2017). An examination of the impact of business intelligence systems on organizational decision making and performance: The case of France. Journal of Intelligence Studies in Business, 7(2).

Grublješič, T., Coelho, P. S., & Jaklič, J. (2019). The shift to socio-organizational drivers of business intelligence and analytics acceptance. Journal of Organizational and End User Computing (JOEUC), 31(2), 37-64.

Huang, Z. X., Savita, K. S., & Zhong-jie, J. (2022). The Business Intelligence impact on the financial performance of start-ups. Information Processing & Management, 59(1), 102761.

Jaklič, J., Grublješič, T., & Popovič, A. (2018). The role of compatibility in predicting business intelligence and analytics use intentions. International Journal of Information Management, 43, 305-318.

Jaradat, Z., Al-Dmour, A., Alshurafat, H., Al-Hazaima, H., & Al Shbail, M. O. (2022). Factors influencing business intelligence adoption: evidence from Jordan. Journal of Decision Systems, 1-21.

Jayakrishnan, M., Mohamad, A. K., & Yusof, M. M. (2018). Assimilation of Business Intelligence (BI) and Big Data Analytics (BDA) Towards Establishing Organizational Strategic Performance Management Diagnostics Framework: A Case Study. Journal of Digital Information Management, 16(1).

Khan, S., Qader, M. R., Thirunavukkarasu, K., & Abimannan, S. (2020, October). Analysis of business intelligence impact on organizational performance. In 2020 International Conference on Data Analytics for Business and Industry: Way Towards a Sustainable Economy (ICDABI) (pp. 1-4). IEEE.

Masa’Deh, R. E., Obeidat, Z., Maqableh, M., & Shah, M. (2021). The impact of business intelligence systems on an organization’s effectiveness: the role of metadata quality from a developing country’s view. International Journal of Hospitality & Tourism Administration, 22(1), 64-84.

Melo, P. N., & Machado, C. (Eds.). (2019). Business intelligence and analytics in small and medium enterprises. CRC Press.

Nithya, N., & Kiruthika, R. (2021). Impact of Business Intelligence Adoption on performance of banks: a conceptual framework. Journal of Ambient Intelligence and Humanized Computing, 12(2), 3139-3150.

Nuseir, M. T., Aljumah, A., & Alshurideh, M. T. (2021). How the business intelligence in the new startup performance in UAE during COVID-19: The mediating role of innovativeness. In The effect of coronavirus disease (covid-19) on business intelligence (pp. 63-79). Springer, Cham.

Rahardja, U., & Harahap, E. P. (2019, July). Implementation of Information Planning and Strategies Industrial Technology 4.0 to Improve Business Intelligence Performance on Official Site APTISI. In Journal of Physics: Conference Series (Vol. 1179, No. 1, p. 012111). IOP Publishing.

Rahman, A. A. A. (2021). Bibliometric approach of Business Intelligence as technical infrastructure to enhance the organizational performance, competitiveness and decision making. Journal of Legal, Ethical and Regulatory Issues, 24, 1-12.

Richards, G., Yeoh, W., Chong, A. Y. L., & Popovič, A. (2019). Business intelligence effectiveness and corporate performance management: an empirical analysis. Journal of Computer Information Systems, 59(2), 188-196.

Saleem, N., & Ilkhanizadeh, S. (2021). The mediating role of organizational culture in the effect of business intelligence on corporate performance management. Int. J. Res. Human. Soc. Stud, 8, 1-14.

Siripipatthanakul, S., Phayaphrom, B., & Tong-On, P. (2021). The implementation of business intelligence using data analytics and its effects towards on performance in the hotel industry in Thailand. International Journal of Behavioral Analytics, 1(2).

Torres, R., Sidorova, A., & Jones, M. C. (2018). Enabling firm performance through business intelligence and analytics: A dynamic capabilities perspective. Information & Management, 55(7), 822-839.

Tripathi, A., Bagga, T., & Aggarwal, R. K. (2020). Strategic impact of business intelligence: A review of literature. Prabandhan: Indian Journal of Management, 13(3), 35-48.

Vallurupalli, V., & Bose, I. (2018). Business intelligence for performance measurement: A case based analysis. Decision Support Systems, 111, 72-85.

Vugec, D. S., Vukšić, V. B., Bach, M. P., Jaklič, J., & Štemberger, M. I. (2020). Business intelligence and organizational performance: The role of alignment with business process management. Business Process Management Journal.

WAHUA, L., & AHLIJAH, Y. (2020). Business intelligence costs and firm performance: Evidence from selected top ECOWAS’banks. Journal of Economics and Trade, 5(1), 1-17.

Yiu, L. D., Yeung, A. C., & Cheng, T. E. (2021). The impact of business intelligence systems on profitability and risks of firms. International Journal of Production Research, 59(13), 3951-3974