The Mediation Role of Customer Relationship and Customer Satisfaction between Marketing Intelligence and Competitive Advantage: Applied Research in the Egyptian Private Educational Sector

Abstract

Corporates always work on utilizing different marketing strategies that help them to outperform their competitors with in the working environment that is known to be unstable. This study aims to examine the extent to which marketing intelligence (MI) dimensions enhance the competitive advantage (CA) through the mediating role of customer relationship (CR) and customer satisfaction (CS). A questionnaire that was directed at the educational sector was used to gather data. The findings demonstrated that there was a partially supported role for the association between MI and CR. Additionally, the link between MI and CS is partially supported, which is similar to CR and CA. Meanwhile, there is strong evidence to establish the link between CA and CS. Finally, the correlation between MI and CA is partially supported.