The Impact of Business Intelligence on Customer Behavioral Response with Emphasis on the Mediating Role of Marketing, Innovation, and Financial Performance (Case Study: Start-ups in Kermanshah Science and Technology Park)

Document Type : Original Article

Authors

1 Department of Business Administration, Faculty of Literature and Humanities, Islamic Azad University, Kermanshah, Iran.

2 Department of Business Administration, Faculty of Management and Accounting, Razi University, Kermanshah, Iran.

Abstract

This study explores the impact of business intelligence on customer behavioral responses through marketing, innovation, and financial performance. The research is developmental-applicative in nature and descriptive-survey regarding the data collection method. Given the examination of relationships among variables, it is correlational-causal. The population of this research consists of employees and managers of active start-ups based in the Kermanshah Science and Technology Park, totaling 231 individuals. Based on the Krejcie and Morgan table, the sample size was estimated at 140. Data collection was conducted using a questionnaire, the reliability and validity of which were examined and confirmed. Data analysis was performed in descriptive and inferential phases using SPSS16 and Smart PLS3 software. According to the research findings, the t-values for all seven hypotheses were above the critical value of 1.96, and the significance level was less than 0.05. Thus, all research hypotheses were accepted. The most significant impact was that of innovation on the financial performance of the companies, indicating the effect of new and creative ideas in products and services on company sales. Additionally, business intelligence significantly impacts companies' financial performance and customer behavioral responses. Overall, the research variables were able to explain 33.5% of the variations in customer behavioral response. In conclusion, it is recommended that managers of these companies employ business intelligence to understand market demands and customer needs and produce innovative products accordingly, as this will enhance sales opportunities and improve financial performance.

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Main Subjects

Education and Management of Entrepreneurship
Volume 3, Issue 2 - Serial Number 7
September 2024
Pages 112-93

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History

  • Receive Date: 01 March 2024
  • Revise Date: 22 May 2024
  • Accept Date: 22 May 2024

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