Abstract

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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