The effect of business intelligence on financial performance with the role of mediating brand value and creativity (Case study of private banks in Khuzestan province)

The present study was conducted with the aim of the effect of business intelligence on financial performance with the mediating role of brand value and creativity of private banks in Khuzestan province. The research was applied in terms of purpose and descriptive-survey in terms of method. The statistical population in this study consists of all employees of private banks in Khuzestan province that 1000 employees were considered as the statistical population and the sample size was selected using the Cochran's formula of 287 employees; And is simple using the random method; And standard financial performance questionnaires of Qaranfleh et al. (2010), Popovij et al. (2020) business intelligence questionnaire, Sin and Verma brand sharpening questionnaire (2017) and Doriji et al. (2001) creativity questionnaire were performed on them; Using Cronbach's alpha test, the reliability of financial performance questionnaire (0.86), business intelligence questionnaire (0.85), brand equity questionnaire (0.85) and creativity questionnaire (0.86) were obtained. The collected data were analyzed using SPSS software version 24 and from descriptive statistics (mean, standard deviation, etc.) and for structural equations from AMOS software, the results showed. Business intelligence affects the financial performance of private banks. Also, business intelligence with the mediating role of brand equity and creativity has a positive and significant effect on the financial performance of private banks in Khuzestan province.