The Role of Enlightened Marketing in Building Customer Insight: An Analytical Study of the Opinions of A Sample of Employees at the Global Smart Card Company (Qi-Card)

Abstract

This research aims to test the relationship between enlightened marketing and its dimensions (targeted marketing, innovative marketing, value marketing, social marketing, and mission marketing) and building customer insight. The research attempts to answer the research questions about how enlightened marketing can contribute to building customer insight and what the most effective dimensions are to achieve this. Does the company, the research site, rely on the philosophy of enlightened marketing in marketing its services? The global company (Qi Card) was chosen as the site for implementing the research. The research sample consisted of 137 employees in the company who were chosen intentionally. The questionnaire was used to collect data. The research relied on the descriptive analytical approach and a program was used to analyze the research data. The research concluded that there is a relationship of influence and correlation between enlightened marketing and its dimensions in customer insight and that enlightened marketing primarily seeks to achieve the well-being of the consumer and society and add value to products and services in the long term. This can only be achieved by understanding the needs and desires of customers using customer insight.