Examining the relationship between business intelligence adoption and marketing effectiveness: The mediating role of customer satisfaction

This study investigates the relationship between business intelligence adoption (Business Intelligence (BI), Data Analysis and Reporting (DAR), Business Process Integration (BPI), and Continuous Improvement and Innovation (CII)) and marketing effectiveness in the Jordanian telecom industry. It specifically examines the mediating role of customer satisfaction in this relationship. A survey design method using the cross-sectional survey was utilized during the research process, involving quantification. The data was collected from 285 employees across the Jordanian telecom sector via electronic response forms. As the analysis's method, the partial least squares structural equation modeling (PLS-SEM) was utilized. The results, which showed BI, DAR and CII to have a positive direct effect on marketing effectiveness, whilst BPI displayed a negative direct impact, were compelling. But clear signs of positive influence on CS by the four dimensions of BI (BI, DAR, BPI, and CII) have also been observed, and this result has been proved to be a mediator between them and business effectiveness. The above study is a source of invaluable learning for the managers of telecom companies in Jordan is a tool that managers in the Jordanian telecom industry will greatly benefit from in the sense that it brings out all the importance of integrating BI, DAR, BPI, and CII practices that emphasize high quality customer service. By properly utilizing these assets and up-to-the-market, companies can improve the effectiveness of marketing and the whole organizational efficiency. The study enhances the existing theory of the interrelationships between the adoption of business intelligence, customer satisfaction, and marketing power which can be viewed from both resource-based view (RBV) theory and expectation-based theory (EDT). It affirms an idea that the RBV was rooted in that when organizational assets are valuable, firms have a competitive advantage and better performance. Also, an EDT states that customer satisfaction increases if the expectations of customers are met. Innovation - The essay is innovative and takes an original angle to explore the multifaceted interconnectivity among business intelligence adoption, customer satisfaction, and marketing effectiveness in the framework of the Jordanian telecom industry. It highlights the steps to customer satisfaction problem solutions and the caution comes with process integration efforts, hence, helping to arrive at a full comprehension of the aspirations for organizational performance in the field

Exploring the influence of management information systems on strategic planning: The mediating role of business intelligence

This quantitative study investigates the relationships between Management Information Systems (MIS), Business Intelligence (BI), and Strategic Planning (SP) within Jordanian Public Listed Companies, with a focus on the mediating role of BI. The target population comprises employees from the 108 public shareholding companies listed on the Amman Stock Exchange, totaling an estimated 1,080 senior managers involved in strategic planning. A random sample of 285 employees was surveyed to achieve a 95% confidence level with a 5% margin of error. Data were collected using a structured questionnaire with multi-item scales adapted from prior studies. Structural equation modeling (SEM) was employed to test the conceptual framework and hypothesized relationships, utilizing the two-step SEM approach with AMOS software. The results reveal significant positive relationships among MIS, BI, and SP. Specifically, MIS exhibits a statistically significant positive effect on SP, supporting previous research indicating MIS provides comprehensive data for informed planning. Furthermore, MIS significantly influences BI capabilities, underscoring the importance of robust MIS infrastructure for advanced BI analytics. BI, in turn, positively impacts SP, aligning with literature suggesting BI tools enhance planning agility and effectiveness through data-driven insights. Bootstrapping analysis demonstrates that BI partially mediates the relationship between MIS and SP. While BI acted as a significant mediating variable, MIS had a significant direct impact on SP, implying that though MIS has a direct impact on SP, it has an indirect impact, through BI, as well. Further analysis revealed that the constructs are interconnected, and that the mediation of BI is a necessary part of the process in Jordanian Public Listed Companies. As such, acknowledging the relevance of MIS, BI, and SP and the mediating role of BI, organizations can adapt their decision-making to achieve sustained competitive advantage within the dynamic business environment in Jordan