A STUDY ON IMPACT OF MARKETING INTELLIGENCE ON CUSTOMER BRAND LOYALTY

Abstract

Customer is the strategic and pivotal factor in an organization, and directing the goals of the strategies and sources is around the customer-attracting and keeping pivot. One of the important tools, apparatus and methods for identifying and raising the customer’s needs and increasing loyalty is marketing intelligence. Marketing intelligence includes a series of people, processes and equipment that play a key role in analyzing the environment around the organization and helps the senior managers adopt effective decisions and strategies by presenting this information to them. In this research, the effect of marketing intelligence on customer’s loyalty in producing and servicing has been studied. In designed model, it has been paid for identifying the effective variances on customer's loyalty and marketing intelligence factors, and then the effects of these factors on customer's loyalty and marketing intelligence have been discussed. Using the structural model and Lisrel software version 8.5, the results of the analysis of the field data of the producing and servicing (managers and experts who study Industrial management) have shown the significant effect of the marketing intelligence on customer’s loyalty. The results indicate that the organizational factors from marketing intelligence and shopping continuity and commitment from customer’s loyalty factors have the most influenced effect.