الذكاء التسويقي و دوره في تطوير الميزة التنافسية للمصارف الإسلامية الأردنية

الملخص EN

In light of contemporary global changes and various transformations in all fields, marketing intelligence has become one of the important issues in the competitiveness of modern business and therefore this study aims to know the role and effect of marketing intelligence in improving the competitiveness of business organizations in a competitive environment of high change, development and creativity, depending on that with Taking into account the study’s questions, the study took independent variables (market studies, customer trends and their understanding, production intelligence, Supply intelligence, competitive intelligence, technology intelligence) by using improving the competitive advantage as a mediating variable on the performance of Jordanian Islamic banks, the descriptive and analytical approach was used when testing the study sample (27branch managers) to reach the objectives of the study.

A questionnaire was designed consisting of 35 Question addressed to the study sample.

The study found a set of results, the most important of which is that all independent variables (market studies, customer expectations, product intelligence, suppliers' intelligence, competitors' intelligence, technology intelligence) have a role in developing the performance of Islamic banks based on improving the competitive advantage, which helps in increasing the banks' ability to Facing intense competition in the contemporary business environment, Knowing that the marketing management contributes to improving the marketing process, the researcher concluded that the role of variables in influencing the feature was uneven according to the customers ’understanding and the degree of awareness they have about the expected benefits of purchasing banking service products and it may vary according to the bank, its location and the target market sector, and the study recommended the need for continuous understanding For customers and their attitudes, focusing on network marketing, increasing the exploitation of modern technology to develop banking products, and focusing on increasing competitiveness to help Islamic banks grow and achieve greater market share opportunities, number of customers, sales volume and profits.