The Impact of Knowledge Management on Improving Service Quality and Achieving Organizational Creativity: An Applied Study on Five-Star Hotels in Iraq

This study investigates the impact of knowledge management on service quality and organizational creativity in the hotel sector. The research aims to explore how effective knowledge management practices enhance service delivery and foster innovation within organizations. A structured questionnaire was employed as the primary data collection tool, distributed to 198 employees in the targeted hotels. The questionnaire addressed three main variables: knowledge management, service quality, and organizational creativity, with responses measured using a Likert scale. Data analysis was conducted using statistical tools, including descriptive statistics, regression analysis, and model fit testing. The results revealed a significant positive impact of knowledge management on both service quality and organizational creativity. Specifically, regression analysis indicated that knowledge management explained 32.5% of the variance in service quality and 40.5% of the variance in organizational creativity, highlighting its critical role in organizational performance. The study recommends that hotel management prioritize implementing systems to facilitate knowledge sharing and creation while training employees to use knowledge effectively. Additionally, fostering a culture of innovation and ensuring continuous updates of knowledge systems are vital. These measures can enhance customer satisfaction and organizational competitiveness.