Keywords
cognitive dimension
emotional dimension
physical dimension
sensorial dimension
How to Cite
Abstract
In today’s environment, competitive intelligence is a vital strategic tool that enables organizations to make proactive and effective decisions, ensuring superiority over competitors. It equips firms with comprehensive knowledge of their competitive environment, thereby enhancing the consumer experience. This study investigates the impact of competitive intelligence on improving consumer experience across six dimensions – cognitive, emotional, physical, sensorial, relational, and functional – among Algerian consumers of L’Oréal products. Structural equation modeling was employed, using data from an online questionnaire distributed via social media and email, with a sample of 313 respondents. Analysis through Smart PLS V4 revealed that competitive intelligence significantly influences consumer experience, with the physical and functional dimensions most affected. This study fills a scientific gap in the Arab and African contexts by adopting a consumer-focused perspective and recommends emphasizing modern analytical tools to reinforce competitive intelligence and foster stronger consumer relationships.
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