The Quality of the Marketing intelligence System and its Role in Drawing consumer behavior paths an analytical study of the opinions of a sample of Functional staffing in several commercial malls in the City of Sulaymaniyah

Abstract

   The research sought to demonstrate the impact of the quality of the marketing intelligence system in terms of its dimensions (tangibility, responsiveness, reliability, care, trust) as an independent variable on consumer behavior as a dependent variable in some commercial malls in the city of Sulaymaniyah.. The research problem was crystallized by the following question: (Does the quality of the marketing intelligence system have an impact on consumer behavior), and the descriptive analytical approach was adopted. The research relied on the questionnaire as the main tool in collecting data and information, as it was distributed to a random sample consisting of (101) individuals from the functional staff in commercial malls, and used the statistical program (SpssV.26) to test the hypotheses by analyzing the collected data, and the research reached several results that confirmed existing significant correlations and influences between the quality of the marketing intelligence system and consumer behavior, and in a way that a set of important proposals were presented to the researched organizations, enabling them to achieve their goals in managing their relationship with their consumers.