Title: The impact of globalisation, digitalisation and COVID-19 on the development of new services in the Jordanian banking sector from the perspective of concerned bank employees

Authors: Khleef A. Alkhawaldeh

Addresses: Department of Business Administration, Princess Sumaya University for Technology (PSUT), Amman, Jordan

Abstract: Creating, enhancing and sustaining competitive advantage is critical challenge in the globalised digital business environment in which COVID-19 is spreading. This study examined the development of new services in the Jordanian banking sector. It also investigated the impact of globalisation, digitalisation and COVID-19 on the development of new services in this sector. About 94% of responses revealed that the new service development process was either very successful or at least successful. The results indicate that the averages (means) of the impact of globalisation, digitalisation and COVID-19 on the development of new services are not different from the 'high' level. These results support the significant high impact of globalisation, digitalisation and COVID-19 on the development of new services in the Jordanian banking sector. The challenges of globalisation constitute beneficial opportunities for business, not threats to its expansion or continuity.

Keywords: new service development; globalisation; digitalisation; COVID-19; banking sector; Jordan.

DOI: 10.1504/IJSOM.2025.147824

International Journal of Services and Operations Management, 2025 Vol.51 No.4, pp.486 - 507

Received: 25 Oct 2022
Accepted: 02 Jul 2023
Published online: 04 Aug 2025 *

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