Marketing Intelligence Dimensions As an Innovative Approach for Customer Retention through the Intermediate Role of Customer Experience

Abstract

This study aims to investigate the effect of marketing intelligence-dimensions (market intelligence, competitor intelligence, customer intelligence and product intelligence) on customer retention through the intermediating role of customer experience. A quantitative approach was used to collect data from four -and five-star hotels in Jordan using a questionnaire designed to achieve the study objectives. A simple random sampling methodology was used for this purpose, where a total of (307) questionnaires were valid for analysis out of (350) questionnaires distributed randomly. SPSS v23 and Smart-PLS 3.2.7 were used to answer the study questions and test the study hypotheses. The study results revealed that there is a significant positive direct effect of marketing-intelligence dimensions on customer experience and a significant positive effect of customer experience on customer retention. In addition, there is a significant positive indirect effect of marketing-intelligence dimensions on customer retention through customer experience. The study concludes that four -and five- star hotels have to utilize innovative tools to acquire information about the external environment, including the market, competitors, customers and products to survive in the competitive market environment.