A multi-method analysis to foresight role of marketing intelligence, strategic and tactical decision-making in enhancing customer loyalty

Marketing intelligence implies the application of advanced and digital technologies in making strategic marketing decisions. The objective of the research is to analyze the impact of marketing intelligence, organizational-centered strategic and tactical decision-making on customer satisfaction and loyalty. The study collected responses from 366 industry professionals holding key strategic, tactical and operational positions and evaluated them through a two-stage process. In the first stage, structural equation modeling (SEM) was used to examine the linear relationship among the identified constructs. The second stage involves evaluating the predicting efficacy of the relevant parameters derived from the SEM using an artificial neural network (ANN) analysis. The results of SEM analysis indicate that strategic decision-making significantly impacts customer loyalty. Further, tactical decision-making is found to be negatively associated with customer satisfaction. The model also has acceptable predictive accuracy. The research results are highly useful for researchers and practitioners looking to enhance customer loyalty. The research proposes a novel framework to investigate how business organizations incorporate marketing intelligence as a developmental strategy for strategic and tactical decision-making to develop swift responses to enhance customer satisfaction and loyalty.