The Mediating Role of Marketing Intelligence in Relationship Between Strategic Physiognomy and E-Service Delivery

Authors

  • Mohammed Awad Jarallah University of Kerbala, College of Administration and Economics, Department of Business Administration, Karbala, Iraq.
  • Amjad H. Ismail University of Kerbala, College of Administration and Economics, Department of Business Administration, Karbala, Iraq.
  • Ahmed Sabeeh Lafta University of Kerbala, College of Administration and Economics, Department of Business Administration, Karbala, Iraq.
  • Ahmed Abdullah Amanah University of Kerbala, College of Administration and Economics, Department of Business Administration, Karbala, Iraq.

DOI:

https://doi.org/10.71207/ijas.v22i87.5721

Keywords:

Strategic Physiognomy, Marketing Intelligence, E-Service.

Abstract

This study aims to discover the mediating role of Marketing Intelligence in enhancing the relationship between Strategic Physiognomy in its dimensions and the provision of E-Service Delivery. The study focuses on evaluating the methods used in collecting and analyzing data to identify challenges and opportunities in the Iraqi tourism environment. The study relied on environmental scanning to collect data on the problems facing the tourism sector in Iraq and analyze them to determine future trends. Advanced techniques and programs were used to collect and analyze information in line with the objectives, problem and questions of the study. The questionnaire was used as a means of obtaining information from the sample of (162) individuals in Iraqi tourism companies. The data were analyzed using statistical programs (Amos V.23), (SPSS V: 26(. The study concluded that there is a direct impact of Strategic Physiognomy in providing E-Service Delivery, and an indirect impact of Strategic Physiognomy in providing E-Service Delivery through adopting Marketing Intelligence. While the study reached a set of recommendations, the most important of which is that companies should use advanced analysis tools to collect and analyze data on markets, customers and competitors on a regular basis and train employees to use and benefit from them in making strategic decisions.

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Author Biographies

Mohammed Awad Jarallah, University of Kerbala, College of Administration and Economics, Department of Business Administration, Karbala, Iraq.

He holds a Master's degree in Business Administration, specializing in Marketing Management, and is a teacher with the title of Instructor. He has experience in the field of business and practicing administrative functions at the University of Karbala.

Amjad H. Ismail, University of Kerbala, College of Administration and Economics, Department of Business Administration, Karbala, Iraq.

holds a PhD in Business Administration, specializing in Marketing Management. He is an assistant professor with experience in business and administrative roles at the University of Karbala.

Ahmed Sabeeh Lafta, University of Kerbala, College of Administration and Economics, Department of Business Administration, Karbala, Iraq.

holds a Master's degree in Business Administration, specializing in Marketing Management. He is an assistant lecturer with experience in administrative and accounting roles at the University of Karbala.

Ahmed Abdullah Amanah, University of Kerbala, College of Administration and Economics, Department of Business Administration, Karbala, Iraq.

holds a PhD in Business Administration, specializing in Strategic Management and Knowledge Management. He is a professor with experience in business and administrative roles at the University of Karbala.

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Published

2026-03-13

How to Cite

Awad Jarallah, M., H. Ismail, A., Sabeeh Lafta, A., & Abdullah Amanah, A. (2026). The Mediating Role of Marketing Intelligence in Relationship Between Strategic Physiognomy and E-Service Delivery. Iraqi Journal for Administrative Sciences, 22(87), 394–402. https://doi.org/10.71207/ijas.v22i87.5721

Issue

Vol. 22 No. 87 (2026): Iraqi Journal for Administrative Sciences

Section

Articles

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Copyright (c) 2026 محمد عوض جارالله، امجد حميد اسماعيل، احمد صبيح لفته، احمد عبد الله امانة

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