Tayseer AL Afaishat

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.

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.

Digital strategy is one of the methods adopted by organizations to use digital technology to achieve business goals, improve performance, and enhance competitive advantage by significantly improving customer experience. Success in achieving competitive advantage requires implementing the digital strategy effectively. The study aims to determine the impact of adopting the digital strategy on the possession of competitive advantage with the moderating role of employee satisfaction in the Jordanian banking sector. Data were collected from 397 employees working in twelve Jordanian banks. The SPSS software was used to analyze the data and test the hypotheses. The results show that adopting digital strategy dimensions explains 55.6% of the variance of competitive advantage dimensions. Data, quality, and flexibility explain 45.8%, 44.8%, and 47.3% of the variance of competitive advantage, respectively. Also, the results show a positive impact of digital strategy dimensions (technologies, data, human resources, and operations) on competitive advantage dimensions (quality, flexibility, and cost). Moreover, the results also show that employee satisfaction moderates and enhances the relationship between adopting the digital strategy and possessing competitive advantages. The study recommended that decision-makers in commercial banks pay attention to applying digital technology because it enhances the speed and quality of providing services to customers.