The Mediating Role of Digital Transformation in the Impact of Organizational Values on Quality Services: A Field Study in Jordanian Insurance Companies

The objective of this study is to explore the mediating role of digital transformation in the impact of organizational values on service quality, through a field study conducted in Jordanian insurance companies. A questionnaire was administered to a sample comprising 249 respondents from upper and middle management, department heads, and administrative unit leaders in these companies. The study sample and companies were selected using a proportional stratified random sampling method. The research employed a descriptive analytical approach and utilized simple and multiple regression analyses, as well as path analysis.The study's findings revealed a significant effect of organizational values, encompassing variables such as citizenship, commitment, justice, rewards, and discipline, on service quality within Jordanian insurance companies. Furthermore, the research demonstrated a statistically significant effect of organizational values on service quality, with the presence of digital transformation as a mediating variable in these Jordanian insurance companies. The study recommended emphasizing the importance of formulating a strategy that ensures equal opportunities for employees to voice their grievances, prioritizes employee initiatives and suggestions, and involves them in decisions related to digital transformation.