The Role of Business Intelligence Tools in the Decision Making Process and Performance

In the current turbulent business markets, the way companies address and tackle unexpected events is reflective of its success. Different varieties of technological tools have been created to assist in overcoming unpredictable and unexpected events in businesses that cold impact them, and one such tool is the business intelligent. Such systems assist in gathering data concerning business operations and environments transforming information into something that can be easily understood. Major firms have adopted big data analytic systems but this does not hold true for most universities and organizations literature has yet to present the way business intelligence tools affect businesses of different types. Therefore, in this study, the impact of business intelligence tools on the decision-making and performance of public universities in Jordan is investigated.This qualitative study was conducted on 200 members in 10 chosen universities. Based on the interview results, BI tools deployed in the universities assist in facilitating timely decision-making, enhances efficiency of performance and meets client’s needs suitably, leading to employee satisfaction.