The study aims at BI, which is considered an essential pillar for increasing the competitiveness of telecommunications companies, by enabling them to analyze big data to develop customized offers that better meet customer needs, which leads to reducing costs, increasing efficiency, innovation, improving quality, and quickly adapting to market changes, which contributes to achieving growth. Sustainable and enhance its market position. The research included a random sample of employees from Palestinian telecommunications companies, out of 3,000 employees. The sample size was set at 341 employees. Of the 360 questionnaires distributed, 341 were retrieved and were considered valid for statistical analysis This study showed that there is a significant positive effect of BI on competitive advantage in telecommunications companies. It highlights that business intelligence analytics can improve quality, cost, customer responsiveness and innovation. Specifically, BI was found to explain a significant portion of the differences in quality (58.3%), customer responsiveness and service (29%), cost (27.9%), and innovation (18.9%). These results emphasize the role of business intelligence in enhancing a company's position in the market by enabling better decision-making, improving service quality, enhancing innovation, and lowering costs. Statistical analysis, which indicates very high response rates to competitive dimensions and a strong correlation between BI and these dimensions, supports the hypothesis of a significant positive impact of BI on competitive advantage. The researchers recommend that telecom companies can enhance their competitiveness by developing advanced data analysis strategies, investing in modern technology, training employees on business intelligence tools, promoting a culture of innovation, partnering with research institutions for customized business intelligence solutions, and improving data collection systems. These steps will help you make informed decisions, adapt to market changes, and effectively meet customer needs.

Keywords: Business intelligence, competitive advantage, telecommunications companies

Conference Title

المؤتمر العلمي السادس المشترك لكلية الأعمال والاتصال 2024

Conference Country

Jordan

Conference Date

April 17, 2024 - April 18, 2024

Conference Sponsor

شركة تمكين

Additional Info

Conference Website