Marketing intelligence and customer relationships: empirical evidence from Jordanian banks

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.