أثر رأس المال الفكري في السمعة المنظمية : الدور المعدل لتكنولوجيا المعلومات في الفنادق في الأردن

الملخص EN

The study aimed to identify the impact of intellectual capital with its dimensions (human capital, structural capital and relational capital) on organizational reputation with its dimensions (trademark, social responsibility, attracting talented, emotional appeal and self-connection) and the moderating role of information technology with its dimensions in five-star hotels in Jordan.

To achieve the study objectives the descriptive analytical approach was used.

The study was applied in the population consisting of employees in (20) five-star hotels in Jordan.

The number of the study population was (4757).

The study used the questionnaire as a tool for collecting data from the study sample whose size is (387) of employees in five-star hotels, which were selected using the proportional stratified random sampling method.

Among the most prominent findings of the study are that: the relative importance of intellectual capital with its dimensions (human capital, structural capital and relational capital) was high; while the dimensions of organizational reputation ranged between high for the two dimensions of trademark and emotional appeal, and medium for dimensions of social responsibility, attractiveness talented and self- connection.

The results of the descriptive analysis of information technology came at a high level.

There is a statistically significant impact of intellectual capital with its dimensions (human capital, structural capital and relational capital) on organizational reputation, and relational capital came as the most influential dimension on organizational reputation.

The study also concluded that there is a significant role of information technology in improving the impact of intellectual capital in its dimensions (human capital, structural capital and relational capital) on organizational reputation in five-star hotels in Jordan.

The study came out with several recommendations, including: the five-star hotels in Jordan should develop and improve their intellectual capital and invest it in the most complete and comprehensive forms and keep pace with the global technical development in the hotel industry to build a distinguished organizational reputation, pay attention to building and develop their relational capital, and work to bridge the gaps in the components of the self-connection of its employees on the grounds that they are internal customers that reflect the image of the hotel’s trade mark, embody its reputation and market it to customers abroad, and hotels are not limited to meeting the requirements of their economic and legal responsibility, but rather exceed them to meet the moral and charitable responsibility.