The effect of marketing intelligence adoption on enhancing profitability indicators of banks listed in the Egyptian stock exchange

Abstract

The purpose of this study is to examine the effect of marketing intelligence (MI) adoption on enhancing the profitability indicators of banks adopting MI and listed in the Egyptian stock exchange. A statistical analysis was carried based on data collected, using a questionnaire instrument to measure the efficiency of adopting MI among 12 banks adopting MI and listed in the Egyptian stock exchange. The study focuses on using 2 measures of profitability indicators; return on equity (ROE) and return on assets (ROA).The profitability indicators (ROE, ROA) of 12 central banks adopting MI and listed in the Egyptian stock exchange were measured during the period (2012–2021). Then, statistical analysis was conducted based on data collected using the simple linear regression model. The results of the study indicated a significant effect of MI adoption on enhancing the profitability indicators of 12 banks adopting MI and listed in the Egyptian stock exchange.