دور الذكاء التسويقي في تحقيق الميزة التنافسية بالمصارف السعودية : دراسة تطبيقية على بنك البلاد-المملكة العربية

الملخص EN

The paper aimed to identify the role of marketing intelligence in achieving competitive advantage for banking institutions in the Kingdom of Saudi Arabia by applying to Albilad Bank, and to know the extent of the impact of marketing intelligence on achieving competitive advantage, specifically any of the dimensions of marketing intelligence that most affect the competitive advantage, as well as a statement of proposals to enhance the role of Marketing intelligence in achieving competitive advantage in banking institution.

The paper depends on the descriptive analytical approach to clarify its objectives and test its statistical hypotheses, as this approach helps to study the reality and diagnose the phenomenon under study, express it and describe it accurately.

Saudi Arabia, and the target sample size was determined as 96 items, the questionnaire link was distributed and the responses valid for analysis reached 51 items, i.e., 74% of the target.

The paper found that there is a role and a positive impact of marketing intelligence on achieving competitive advantage, and it has been determined which of the dimensions of marketing intelligence most influential on achieving competitive advantage in the institutions of interest.

The results showed that there were no statistically significant differences in the respondents' responses about both marketing intelligence and competitive advantage due to some demographic variables.

The study also reached a set of recommendations, the most important of which is to achieve a competitive advantage in banking institutions, extensive marketing intelligence must be used.