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AUTHOR(S): Al-Hashem Adel Odeh, Al-Mestareehi Balqees Hikmat
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ABSTRACT This study aimed to identify the impact of marketing intelligence through its dimensions (customer intelligence, market intelligence, product intelligence, and competitors’ intelligence) on the customer satisfaction from the top and middle- level manager's perspective at five-star hotels in Amman- Jordan. The importance of the study stems from understanding the major role of marketing intelligence in enhancing customer satisfaction. A quantitative approach was used to answer the study questions and to test the proposed hypotheses. A simple random sampling technique was used to represent the population of this study that consisted of top and middle- level managers in the five-star hotels in Amman- Jordan. About (250) online questionnaires were distributed randomly and (206) questionnaires were valid for analysis. The study revealed that there is a significantly positive impact of marketing intelligence through its dimensions (customer intelligence, market intelligence, product intelligence, and competitors’ intelligence) on the customer satisfaction that confirmed the marketing intelligence is a prerequisite of customer satisfaction. The study recommended managers have to increase attention to marketing intelligence dimensions to understand the hotel sector more accurately and identifying the critical success factors that should be considered as a driving forces that leads to customer satisfaction. |
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KEYWORDS Marketing Intelligence, Customer Intelligence, Market Intelligence, Product Intelligence, Competitors Intelligence, Customer Satisfaction, Jordan |
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Cite this paper Al-Hashem Adel Odeh, Al-Mestareehi Balqees Hikmat. (2021) Marketing Intelligence as a Prerequisite of Customer Satisfaction: An Empirical Evidence in The Five-Star Hotels in Jordan. International Journal of Environmental Science, 6, 339-358 |
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