hossein norouzi; Mobina Rahmani gohar; Hossein Imanipour
Articles in Press, Accepted Manuscript, Available Online from 21 February 2024
Abstract
Purpose: Considering the changes that have happened in recent years in the business process, attention to the category of business intelligence has become an important issue. Therefore,the present study examines the effect of the competence dimensions of business intelligence on marketing performance, ...
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Purpose: Considering the changes that have happened in recent years in the business process, attention to the category of business intelligence has become an important issue. Therefore,the present study examines the effect of the competence dimensions of business intelligence on marketing performance, taking into account the mediating role of customer relationship management in tourism businesses.
Methodology: The current research has a descriptive-survey nature in terms of applied purpose. The statistical population of the research were experts and marketing managers of tourism companies in Tehran. In order to collect data, 300 questionnaires were distributed online and face-to-face using the non-probability sampling method, and 253 questionnaires were analyzed by removing distorted and indifferent questionnaires. The structural equation modeling method and SPSS 26 and Smart PLS 3 software were used for data analysis.
Findings: The findings showed that the competency of business intelligence has a positive and significant effect on marketing performance and customer relationship management plays a mediating role in this relationship. This shows that one of the ways to improve marketing performance and create a sustainable competitive advantage for managers is to use business intelligence.
Originality/Value: In today's highly competitive world, the quality and timeliness of business information in organizations determines the difference between survival and bankruptcy. Also, the great importance of business intelligence and the important role that this concept can have in improving the marketing performance of business organizations have been less discussed. Therefore, the results of the current research can lead to the improvement of the marketing performance of tourism companies by applying business intelligence.
