THE ROLE OF APPLYING COMPETITIVE INTELLIGENCE ON THE ELECTRONIC CUSTOMER LIFETIME VALUE IN EGYPTIAN GOVERNMENT BANKS | ||
| HICMIS–Journal of Administrative Sciences and Digital Technology | ||
| Article 2, Volume 2, Issue 4, December 2024, Pages 189-208 PDF (1001.79 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/hicmis.2024.387898.1011 | ||
| Authors | ||
| Eman Y.A. El-Halwani1; Nagwa M. Kashkosha1; Naglaa M. Mahran* 2 | ||
| 1Dept. Admin., Fac. Commerce (Cairo), Al-Azhar, Egypt. | ||
| 2Dept. Admin., Fac. Commerce (Dakhlia), Al-Azhar, Egypt. | ||
| Abstract | ||
| The research aims to determine the role of competitive intelligence in its dimensions (customer intelligence, competitor intelligence, technological intelligence) in achieving the dimensions of the value of the electronic customer's life (Spending Customer, intention to continue, electronic word of mouth) with application to the government banking sector in Egypt. The descriptive analytical approach was used. The survey list was relied upon as the main tool for collecting data. The research sample included 298 employees from branch managers and their deputies from government banks in Cairo Governorate, and the response rate was 78.3% with 262 items. The research concluded that government banks apply the dimensions of competitive intelligence and achieve the dimensions of the value of the electronic customer's life. The results of the statistical analysis also showed that the dimensions of competitive intelligence that have the most positive and significant impact on all dimensions of the value of the electronic customer's life are the technological intelligence dimension and the competitor intelligence dimension. As for the customer intelligence dimension, it has a positive and significant impact on the dimensions of the value of the electronic customer's life (Spending Customer, intention to continue) only, and an insignificant impact on the dimension of the electronic word of mouth. | ||
| Keywords | ||
| Electronic Customer Lifetime Value; Customers Intelligence; Competitor Intelligence; Technological Intelligence; Electronic Word of Mouth | ||
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