Assessing the Moderating Role of Customer Orientation on the Impact of Business Intelligence Tools on Digital Marketing Strategy Optimization

International Review of Management and Marketing Pub Date : 2024-05-10 DOI:10.32479/irmm.16044

Ashraf H. Salah, Amro Alzghoul

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Abstract

This research examines the interplay between Business Intelligence tools and digital marketing strategy optimization, with a focus on the moderating role of customer orientation. Utilizing a quantitative research design, the study explores how BI tools enhance digital marketing strategies and how customer orientation amplifies this effect among 207 respondents from the Jordanian telecommunications sector, reflecting a diverse range of experiences and perceptions within the industry. Through Structural Equation Modeling - Partial Least Squares (SEM-PLS), based on a stratified sample of these employees, the results confirmed that BI tools positively influence digital marketing strategy optimization. Additionally, customer orientation was found to significantly moderate this relationship, highlighting the importance of aligning technological capabilities with a customer-centric approach. The findings contribute valuable insights to marketing and business intelligence fields, suggesting strategies for organizations to enhance their market competitiveness and customer satisfaction, underpinned by a substantial engagement rate from the targeted demographic.

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评估客户导向对商业智能工具对数字营销战略优化影响的调节作用

本研究探讨了商业智能工具与数字营销战略优化之间的相互作用，重点关注客户导向的调节作用。本研究采用定量研究设计，在约旦电信行业的 207 名受访者中探讨了商业智能工具如何增强数字营销战略，以及客户导向如何放大这种效应，这些受访者反映了行业内的各种经验和看法。基于这些员工的分层抽样，通过结构方程建模--偏最小二乘法（SEM-PLS），结果证实商业智能工具对数字营销战略优化有积极影响。此外，研究还发现客户导向在很大程度上缓和了这种关系，突出了将技术能力与以客户为中心的方法相结合的重要性。研究结果为市场营销和商业智能领域提供了有价值的见解，为企业提高市场竞争力和客户满意度提出了策略建议，并为目标人群的大量参与提供了支撑。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Review of Management and Marketing

CiteScore

1.50

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： International Review of Management and Marketing (IRMM) is the international academic journal, and is a double-blind, peer-reviewed academic journal publishing high quality conceptual and measure development articles in the areas of management, marketing, business and related disciplines.