      ISSN 2319-4979 __________________________________________________________________________________ __________________________________________________________________________________ December 2013 34 www.viirj.org THE EFFECT OF MARKETING INTELLIGENCE ON CUSTOMERS’ LOYALTY Mohammad Faryabi, Rima Mohammad Moradi, Hadi Yasrebdoost*, Saeid Sarbazy Moghadam* Economics Dept, Faculty of Humanities and Social Science, University of Tabriz, Tabriz, Iran Email: infofaryab@yahoo.com *Management Dept, Tabriz Branch, Islamic Azad University, Tabriz, Iran ___________________________________________________________________________ Abstract Customer is the strategic and pivotal factor in an organization, and directing the goals of the strategies and sources is around the customer-attracting and keeping pivot. One of the important tools, apparatus and methods for identifying and raising the customer’s needs and increasing loyalty is marketing intelligence. Marketing intelligence includes a series of people, processes and equipment that play a key role in analyzing the environment around the organization and helps the senior managers adopt effective decisions and strategies by presenting this information to them (Faryabi et al.,2012). In this research, the effect of marketing intelligence on customer’s loyalty in producing and servicing province of East Azerbaijan has been studied. In designed model, it has been paid for identifying the effective variances on customer's loyalty and marketing intelligence factors, and then the effects of these factors on customer's loyalty and marketing intelligence have been discussed. Using the structural model and Lisrel software version 8.5, the results of the analysis of the field data of the producing and servicing province of East Azerbaijan (managers and experts who study Industrial management) have shown the significant effect of the marketing intelligence on customer’s loyalty. The results indicate that the organizational factors from marketing intelligence and shopping continuity and commitment from customer’s loyalty factors have the most influenced effect. __________________________________________________________________________________________ Key words: Marketing intelligence, customers’ Loyalty, organizational factors. 1. Introduction The concept of intelligence is the part of business strategy, which is attended as an effort for increasing the competitive abilities and strategic programming processes (Juhari and stephens, 2006). It has been called as a background for strategic programming through the existing literature about intelligence (Dishman and Calof, 2008), which causes to improve the competitive power of the company and processing its strategic plans (Juhari and stephens, 2006). The marketing intelligence is to prevent the astonishments and the employees’ inability against to the environmental changes and to reduce and minimize the company’s exposed to danger (Johns and Van Doren (2010). The concept of intelligence and marketing intelligence is improving in the scientific space of college and business world because the marketing intelligence is one of the important strategic agents of an organization and is the key to success in market (Lackman, 2006).Today the concept of the intelligence is considered as a process that improves the competitiveness and the strategic programming (Sammon and et al., 2004). Huster (2005) expresses that, today the third wave of the changes in the business world has been started, which no doubt the marketing intelligence is its base. Organizations are faced with different 34-45