IMPACT OF MARKETING INTELLIGENCE ON THE PERFORMANCE OF MANUFACTURING FIRMS IN FEDERAL CAPITAL TERRITORY (FCT) ABUJA, NIGERIA
Ikagu Grace Ajanigo
Volume 14 Issue 1
Abstract
This study examined the impact of marketing intelligence on the performance of manufacturing firms in the Federal Capital Territory (FCT) Abuja, Nigeria. Specifically, it explored the role of customer intelligence and competitive intelligence as key components of marketing intelligence in influencing firm performance. A survey research design was employed, targeting 28 manufacturing firms, with a total of 140 senior staff members selected using a convenience sampling technique. Data was collected using a structured questionnaire administered to the 140 senior staff members, with 104 valid responses retrieved for analysis. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for data analysis. The results revealed that competitive intelligence had a positive and statistically significant impact on firm performance, with a path coefficient of 0.753, supporting its critical role in enhancing operational outcomes. In contrast, customer intelligence showed a weaker and statistically insignificant relationship with performance, suggesting that other factors may be more influential in driving success for manufacturing firms in Abuja. The study, therefore, recommends that firms should prioritize the development and integration of competitive intelligence to maintain a competitive edge. Additionally, it suggests reevaluating the role of customer intelligence to optimize its potential impact on performance. Keywords: Marketing intelligence, customer intelligence, competitive intelligence, manufacturing firms, performance.
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