The role of marketing intelligence system in achieving customer happiness

Analytical exploratory study of the opinions of a sample of managers working in five-star hotels in the city of Sulaymaniyah

Abstract

The objective of this study is to measure the nature of the relationship between research variables including the dimensions of marketing intelligent system and customer size. The study investigates whether marketing intelligent system plays the role in obtaining customer happiness in business organizations. The study tried to measure the relationship between marketing intelligence system and its dimension against customer happiness in the given organizations. It also aims to identify the impacts of moral factor of marketing intelligent system and its dimensions on customer happiness. To test given hypotheses, the study used a number of statistical analysis methods such as repetitions, percentages, arithmetic mean, standard deviation, correlation coefficient, and simple linear regression coefficient. The findings indicated that there is a strong positive relationship between marketing intelligence and customer happiness. The study also identified a strong positive correlation between moral factors of marketing intelligence and customer happiness.  The study concluded that organizations should take full consideration to the factors that delights customers. Finally, the study recommends that organizations should work through employees to cultivate a culture of customer happiness.

Keywords - Marketing Intelligence, Marketing Intelligence Dimensions, Customer Happiness, Five Star Hotels, Sulaymaniyah City