مقاله انگلیسی رایگان در مورد اطلاعات بازاریابی و روابط مشتری – اسپرینگر 2017

Internet technologies help businesses establish distinctive strategic positions to a greater extent than allowed by previous technologies. However, the studies in this field is still in its early stages in most developing countries, in particular in Jordan (Al-Weshah and Al-Zubi 2012). Banking industry is a large investor in the area of information system and applications. However, there is a pattern among executives in Jordanian banks that the information system investments and applications are not reaching the expected outcomes (Al-Weshah et al. 2009). In turbulent environment, Jordanian banks face greater risks in adaptation to environmental changes. Thus, coordination is need to adopt the information processing techniques (AlWeshah and Deacon 2009b). The banking industry in Jordan has remarkable change in the past few years. There are increasing growth in varieties of products offered because of the branching or mergers and acquisitions of banks in Jordan, therefore, marketing intelligence can play a critical role in the adaptation to environmental changes (Al-Nsour and AlWeshah 2011). In banking industry, where a strong competition, customer satisfaction has gained a good deal of importance. It is easy for competitor banks to capture a dissatisfied customer. To enhance customer satisfaction and retain customers, Jordanian banks have to adopt customer relationship approach. In changing environment in the banking industry, It is very important to keep on direct or indirect contact with the customers in order to build up long-term relationships with customers (Azzam 2014). Huster (2005) stated that businesses need information about their internal and external environments related to customers, competitors, and industry. To achieve this task, Igbaekemen (2014) proposed that marketing intelligence is daily information that are collect about the marketing environment that enable managers in organization to design and modify marketing plans. The marketing intelligence system identifies the relevant intelligence by investigating the external environment. In order to maintain organization competitive position in efficient and effective way, organizations are using marketing intelligence for the survival of the organization and its development. Marketing intelligence provides companies with information about the their environment for purposes of decision making. Such information covers political, economic, technological and cultural environments, also include information about customer demographics and competitors (Suttle 2009). Marketing intelligence can be used to reduce the astonishments and the employees’ inability against environmental dynamic and to minimize the business’s exposure to environmental risks (Johns and Van Doren 2010). Moreover, the MI can improve performances of the research and the simplification of calculations (Micu et al. 2014).