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Analysis of the Effect of Information and Communication Technology (ICT) on the Customer Attraction with Mediating Role of Organizational Intelligence: Isfahan Melli Bank as a Case Study


Received: 20 October 2021
Revised: 21 November 2021
Accepted: 19 December 2021

Mohammad Hossein Khasmafkan Nezam, Nader Chavoshi Boroujeni, Mohammad Reza Veshaghi

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The purpose of the present study is to investigate the effect of information and communication technology (ICT) on the customer attraction with mediating role of organizational intelligence. The study population consisted of managers and employees of the Iran melli Bank in the city of Isfahan. The statistical hypotheses were tested through Structural Equation Modeling (SEM). In this regard, other statistical tests were used such as Kolomogorov-Smirininov test was employed. The findings showed that information and communication technology (ICT) affects customer attraction through organizational intelligence.

Keywords: Information and communication technology (ICT), organizational intelligence, customer attraction, customer.

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Journal of Practical Information Technology
ISSN: 2783-2872

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