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348626

The Mediation Role of Customer Relationship and Customer Satisfaction between Marketing Intelligence and Competitive Advantage: Applied Research in the Egyptian Private Education

Article

Last updated: 24 Dec 2024

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Abstract

Corporates always work on utilizing different marketing strategies that help them to outperform their competitors with in the working environment that is known to be unstable. This study aims to examine the extent to which marketing intelligence (MI) dimensions enhance the competitive advantage (CA) through the mediating role of customer relationship (CR) and customer satisfaction (CS). A questionnaire that was directed at the educational sector was used to gather data. The findings demonstrated that there was a partially supported role for the association between MI and CR. Additionally, the link between MI and CS is partially supported, which is similar to CR and CA. Meanwhile, there is strong evidence to establish the link between CA and CS. Finally, the correlation between MI and CA is partially supported.

DOI

10.21608/acj.2024.348626

Keywords

Marketing Intelligence, Customer Relationship, Customer satisfaction, Competitive advantage

Authors

First Name

Aisha Tarek

Last Name

Noour

MiddleName

-

Affiliation

Arab Academy for Science, Technology & Maritime Transport

Email

aishenoour@aast.edu

City

-

Orcid

-

Volume

61

Article Issue

2

Related Issue

46998

Issue Date

2024-03-01

Receive Date

2023-11-16

Publish Date

2024-03-30

Page Start

105

Page End

162

Print ISSN

2682-4183

Online ISSN

2682-4191

Article File

ACJ_Volume 61_Issue 2_Pages 105-162.pdf

PDF . 2.3MB

Link

https://acjalexu.journals.ekb.eg/article_348626.html

Detail API

https://acjalexu.journals.ekb.eg/service?article_code=348626

Order

4

Type

المقالة الأصلية

Type Code

759

Publication Type

Journal

Publication Title

مجلة جامعة الإسکندرية للعلوم الإدارية

Publication Link

https://acjalexu.journals.ekb.eg/

MainTitle

The Mediation Role of Customer Relationship and Customer Satisfaction between Marketing Intelligence and Competitive Advantage: Applied Research in the Egyptian Private Educational Sector

Details

Type

Article

Created At

24 Dec 2024