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

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.