Hamza Khraim

This paper aims to examine the impact of marketing agility on decision-making during crisis management stages in five-star and four-star hotels in Jordan. The study included 71 top management staff members from Jordan’s five- and four-star hotels. A questionnaire was designed and utilized to collect the data on marketing agility and crisis management at four and five-star hotels in Jordan. A total of 213 questionnaires were distributed, and 187 useable responses were returned, which resulted in an 86% response rate. Results show that marketing agility plays a significant role in decision-making during crisis management stages. The analysis revealed that marketing agility affected the five stages of crisis management with mixed levels. The findings show that accessibility, decisiveness, swiftness, and flexibility have an immense impact on crisis management stages, while the alertness dimension result shows a weak impact on crisis management stages except for containment. Hotel managers are recommended to emphasize enhancing coordination and integration internally with different managerial levels and units and with external partners to boost information exchange. In addition, it will help promote learning orientation amongst hotel staff to handle the fast-changing environment.

Consumers’ post-purchase dissonance usually instigates after the purchase decisions are considered extremely important for marketers, resulting in severe consequences on consumer satisfaction and switching behavior. The current study aims to investigate the potential effect of consumer knowledge of electric vehicles (EVs), perceived risk, functional characteristics of EVs, attitude towards EVs on consumer post-purchase dissonance. The paper uses a quantitative approach by designing and distributing an online questionnaire to respondents. A total of 268 respondents participated and filled the online questionnaire. The data analysis revealed that functional characteristics emerge to be the leading factor per the consumer’s response, followed by perceived risk. The hypotheses testing results showed that functional characteristics, knowledge, and attitude have a statistically significant effect on post-purchase dissonance while concerning the perceived risk of EV. The results show that it has no statistically significant influence on post-purchase dissonance. Based on the results, it is critical to enhance consumer knowledge about the functional characteristics of electric vehicles to create a positive attitude that contributes to reducing post-purchase dissonance.

This study investigates the influence of technological innovative capabilities (TICs) on firm performance (FP) in the IT sector, with strategic agility as a moderator variable. This paper analyzes the TICs at the firm level in the service sector using the functional approach. An online structured questionnaire was adapted and refined to collect the required information on the influence of TICs dimensions on FP in the IT sector to achieve the objectives. The unit of analysis consists of top management staff and heads of departments from IT firms in Amman, Jordan. A sample of 67 IT firms was selected, and 300 questionnaires were distributed. A total number of returned responses was 223, producing a 74% response rate. Structural equation modeling was used to test the hypotheses. The revealed findings show that learning capability, marketing capability, organizational capability, and strategic planning capability had a significant influence on FP, whereas resource allocation capability was not significant. In addition, multiple hierarchical regression was used to test the moderating effect of strategic agility on the relationship between TICs and FP. Revealed results of the overall model to examine the moderating effect show that strategic agility is not significant in moderating the relationship between TICs dimensions and FP.

The study aims to explore the effect of network strategic capabilities (NSCs) with its dimension of artificial intelligence (AI) and blockchain on digital transformation (DT) in Jordanian universities. The paper used the analytical-descriptive approach to analyze and interpret the results. The study population includes Jordanian universities, and the sample consists of top management. Out of 400, 304 questionnaires were completed and returned. The results show that AI (β = 1.219, t = 1.175, p < 0.00) and blockchain (β = –0.773, t = 0.437, p < 0.00) have a significant effect on DT. The first sub-hypothesis results concerning leadership revealed that AI (β = 0.525, t = 0.360, p < 0.03) and blockchain (β = –0.538, t = 0.186, p < 0.04) have a significant effect on leadership. The second sub-hypothesis result concerning strategic planning revealed that AI (β = 4.031, t = 3.050, p < 0.002) and blockchain (β = –5.150, t = 2.334, p < 0.020) have a significant effect on strategic planning. While for third sub-hypothesis concerning infrastructure, the results of AI were β = 0.818, t = 1.011, p < 0.032 and for blockchain β = 0.159, t = 0.121, p < 0.904. This result shows that AI has a significant effect on infrastructure, while blockchain does not have any effect. Therefore, NSCs must be integrated into the business process to enhance and boost DT efficiently and effectively.