The Effects of Marketing Intelligence on Sales Performance: A Study on Franchised Five-Star Hotels In Addis Ababa
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Date
2024-10
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Addis Ababa University
Abstract
The objective of this research was to examine the impact of marketing intelligence on the salesoutcomes of selected franchised 5-Star hotels in Addis Ababa. The study employed a quantitativemethodology and an explanatory research design. The research population consisted of the sales
and marketing personnel of the chosen hotels. Using judgement and convenience non-probabilitysampling techniques, a sample of 216 participants was selected, and a total of 192 valid primarydata were gathered from these respondents via a self-administered survey. The collected data wereanalyzed using both descriptive and inferential methods with the assistance of SPSS 22.0 software.The findings indicated a positive and statistically significant correlation between marketingintelligence and sales performance. Among the five aspects of marketing intelligence, marketintelligence, and strategic competitor intelligence had the most substantial impact on salesperformance. However, product intelligence had the least predictive power, while processintelligence and customer intelligence had a moderate influence on the sales performance of thefranchised 5-star hotels in Addis Ababa. The study concluded that the dimensions of marketingintelligence are effective predictors of sales performance in franchised hotels. The studyrecommends focusing on customer communication, establishing a platform for collecting post-salesfeedback, and adopting contemporary information and communication technologies to facilitate the
collection of accurate and relevant information from both internal and external sources. By doingso, the hotels could potentially improve their sales performance.
Keywords: Marketing Intelligence, Product Intelligence, Strategic Competitor Analysis, BusinessProcess Modification, Franchised Hotels