Promotion of marketing innovation capability through market sensing capability: the mediating role of competitive intelligence and knowledge-enhancing capacity (case study: Sepah Bank branches in West Azerbaijan province)

Kouhzadi, Foad; Mohammadkarimi, Yousef; Eghbalyar, Adib

doi:10.22034/cbsj.2025.140287.2640

Promotion of marketing innovation capability through market sensing capability: the mediating role of competitive intelligence and knowledge-enhancing capacity (case study: Sepah Bank branches in West Azerbaijan province)

Document Type : Quantitative Research Paper

Authors

¹ PhD in business management, marketing expert of Bank Sepah, West Azarbaijan, Iran

² Assistant Professor, Business management group, PayameNoor university, Tehran

³ Master of Business Administration, human capital expert of Sanandaj Municipality, Iran.

10.22034/cbsj.2025.140287.2640

Abstract

One of the key challenges faced by bank managers is understanding the significance and impact of market communication capabilities and market interpretation. This research was conducted to evaluate the role of strategic market sensing capabilities in enhancing banks' marketing innovation, influenced by competitive intelligence and knowledge-enhancing performance. The study is applied in nature and employs a survey methodology for data collection. The statistical population consists of managers and assistants from Sepeh Bank branches in West Azerbaijan province, totaling approximately 220 individuals. Klein's index (1990) was used to determine the sample size, resulting in a selection of 100 managers with over five years of banking management experience. To gather data, a questionnaire was developed based on the main components of market sensing (market interaction and market interpretation), as well as variables related to competitive intelligence, knowledge acquisition capacity, and the bank's marketing innovation capability. After establishing initial validity with a panel of experts, the instrument was further assessed for construct validity (using confirmatory factor analysis) and reliability (measured by Cronbach's alpha). The final validity was confirmed at 0.82, while structural reliability was established at 0.854. Control variables included the conditions of the banking industry and the bank's size. The research hypotheses were tested using structural equation modeling and Lisrel software. Results indicated that the abilities to interact with the market (0.61) and interpret the market (0.64), along with knowledge-enhancing strategies (0.42) and competitive intelligence (0.52), significantly contribute to promoting marketing innovation capabilities in Sepah Bank.

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