مدى تأثير الإبداع الإداري في البنوك الأردنية و دوره في تحقيق الميزة التنافسية

Abstract EN

The study seeks to research one of the elements that enhance the strengths of Jordanian commercial banks: administrative creativity and its impact on access to competitive advantage through creative elements (fluency, originality, analysis, flexibility).

where the descriptive approach was used to deal with the data and classify it so that it describes the phenomenon and the surveyed community, and the analytical part of it to obtain the results of testing the study’s hypotheses and reaching conclusions and recommendations about the impact of administrative innovation on the competitive advantage of banks in Jordan.

the study sample consisted of (500) male and female bank employees.

in Jordan, (600) electronic questionnaires were distributed through the electronic link prepared on (google form) and sent to them via e-mail, (520) were retrieved, and (500) questionnaires were valid for analysis, i.e.

(83%) of the questionnaires distributed to the employees who occupy positions (managers, assistant managers, heads of departments) were chosen randomly, as the results indicated that there was no statistically significant effect of fluency on competitive advantage.

however, there was an effect.

there is a statistically significant effect of originality in gaining a competitive advantage, in addition to the presence of a statistically significant impact of the analysis on the competitive advantage.

finally, there was a statistically significant effect of flexibility in achieving the benefit.

finally, the study recommends strengthening the application of creative elements in Jordanian banks, especially in terms of fluency.

as well as encouraging the participation of administrators in creative practices and making efforts to take advantage of all available human and material capabilities to meet the requirements of administrative creativity, in addition to preparing clear and specific strategic plans in order to put the elements of creativity into practice in Jordanian banks.