The Role of Marketing Knowledge Management in Enhancing Digital Financial Innovation in Commercial Banks: Empirical Study

Abstract

This study examines the role of marketing knowledge management (assets and capabilities) in enhancing digital financial innovation through the moderating role of employees' demographic characteristics (age, education, experience, and position) in commercial banks operating in Jordan. To accomplish this aim, a conceptual framework based on knowledge-based theory and literature review was developed. A total of 336 responses to a questionnaire survey were collected from the managers and employees working on commercial banks operating in Jordan. The empirical findings revealed that marketing knowledge management capabilities positively and significantly affect digital financial innovation. The findings also support the moderating effect of only two demographic characteristics: of employees: education and position on the relationship between marketing knowledge management and digital financial innovation in commercial banks in Jordan.