The Impact of Strategic Orientations on Sustainable Performance: The Moderating Role of Business Intelligence at Jordanian Commercial Banks

Jordanian commercial banks are achieving sustainable performance by balancing economic, social, and environmental dimensions, aiming for long-term profitability, community development, and environmental awareness, which are crucial for the banking sector's continuity and development. The current study aims to investigate the impact of strategic orientations on sustainable performance and the moderating role of business intelligence at Jordanian commercial banks. This study collects the primary data from 218 managers at the top and middle levels of Jordanian commercial banks. This study utilized the Statistical Package for the Social Sciences (SPSS) to analyze hypotheses. The study revealed that strategic orientations (learning orientation, market orientation, digital orientation, and entrepreneurial orientation) had a statistically significant impact on sustainable performance at Jordanian commercial banks, with an explanatory power of (R2= 44.4%). It was also demonstrated that business intelligence had a statistically significant impact on improving the impact of strategic orientations on sustainable performance at Jordanian commercial banks, with an explanatory power of (R2= 45.3%). According to the results of the study, the most important recommendations for the banks surveyed are as follows: Jordanian commercial banks should adopt a sustainable strategy through their strategic orientations, focusing on social responsibility, environmental preservation, and environmental interest projects. They should utilize business intelligence, foster a sustainability culture, communicate with stakeholders, and continuously improve performance.