Ahmad A. M. Alwreikat

Type of the article: Research Article

Abstract
In the face of growing competition, it has become important to understand the role of data-driven strategic orientation in customer value creation. This study aims to examine the impact of data-driven strategic orientation on customer value creation and to test the mediating role of digital marketing transformation within the Jordanian telecommunications sector, focusing on Zain, Umniah, and Orange. This study was conducted among a sample of 423 managerial employees using an electronic questionnaire. Data were collected in July and August 2025. SPSS was used as a tool to analyze the data. The findings of the study reveal that data-driven strategic orientation has a significant and direct impact on customer value creation (β = 0.280, p < 0.05). Besides, data-driven strategic orientation has a significant impact on digital marketing transformation (β = 0.571, p < 0.001). Furthermore, digital marketing transformation has a significant impact on customer value creation (β = 0.446, p < 0.001). Besides, the findings of the study reveal that digital marketing transformation has a partial mediating impact between data-driven strategic orientation and customer value creation (β = 0.255, p < 0.001). These results indicate that data-driven strategic orientation strengthens digital marketing transformation, thereby enhancing customer value creation.