THE IMPACT OF BUSINESS INTELLIGENCE ON DECISION MAKING: AN APPLIED STUDY ON COMMUNICATION COMPANIES IN TABUK PROVINCE
This study aimed at identifying the impact of business intelligence on decision making: an applied study on communication companies in Tabuk province. The study used the analytical descriptive approach, where a questionnaire was developed for collecting data from the study sample individuals. The study population consisted of those working in middle administrative jobs with a total of (175) employees. The researcher also used the method of Comprehensive Survey, where (175) questionnaires were distributed. and (155) questionnaires valid for statistical analysis were returned. The data were analyzed and the study hypotheses were tested using (SPSS). The results revealed that the perceptions of the employees concerning business intelligence with its dimensions (data resources, data mining, processing) as well as their perceptions about decision-making were high. The results revealed that there is a statistically significant impact for the reality of business intelligence on making administrative decisions in communication companies in the province of Tabuk, where the value of interpretation coefficient was (45.3%). In the light of the results, the study recommended the necessity of urging the communication companies in the province of Tabuk to pay more attention to coping with technological developments and encouraging employees toprovide more creative ideas and suggestions relatedto developing work as wellas adopting and implementing the appropriate ideas.
business intelligence, administrative decision-making.