The Role Of Marketing Intelligence In Enhancing Customer Satisfaction: An Analytical Study Of A Sample Of Private Universities In Baghdad Governorate

Abstract

The main hypothesis of this research is to explore the role played by marketing intelligence in enhancing customer satisfaction. Marketing intelligence was measured through four dimensions (customer understanding, market understanding, product intelligence, competitive intelligence), while customer satisfaction was treated as a unidimensional variable. The research problem revolved around the question: Do senior managements in private universities have cognitive awareness of the nature of marketing intelligence and its role in enhancing customer satisfaction? The significance of the research is manifested in theoretical, applied, and societal domains. The research achieved multiple objectives to answer the questions posed by the problem. To execute the research in its theoretical and applied aspects, a descriptive analytical approach was adopted. The researcher designed a questionnaire based on a set of globally recognized scales and criteria, ensuring their appropriateness to the research field after subjecting them to reliability and validity tests. The research community consisted of private universities in Baghdad, Iraq. The researcher selected a purposive sample, comprising (99) members of university councils from universities such as Heritage, Al-Imam Al-Sadiq, Al-Isra, Al-Farahidi, Uruk, Al-Bayan, Al-Ameen, Kilkamish, Al-Mashriq, and Al-Shaab. The researcher utilized central tendency measures available in statistical software (SPSS V25) and (Smart PLS V4). After processing the data, several results confirmed the validity of the main (2) and sub-hypotheses (8). One of the prominent findings is that marketing intelligence significantly influences customer satisfaction at a statistical level of (0.01). Therefore, the researcher recommends Iraqi private universities to learn from successful experiences of advanced countries in the field of marketing intelligence and its role in enhancing customer satisfaction, and to adapt and apply these experiences in the local environment.