The Impact of Digital Transformation on the Reputation of Public Higher Education Institutions in Jordan

This study investigates the impact of digital transformation (DT) initiatives on the reputation of public higher education institutions (HEIs) in Jordan, focusing on the mediating roles of operational efficiency and educational quality. Using quantitative data collected from 397 academic and administrative staff across Jordanian HEIs, the study employs Structural Equation Modeling (SEM) to test the proposed relationships. The findings reveal that DT initiatives have a significant positive effect on corporate image (β = .198, p = .001), operational efficiency (β = .673, p < .001), and educational quality (β = .642, p < .001). Moreover, operational efficiency and educational quality partially mediate the relationship between DT and corporate image, with mediation effects of β = .221 and .155, respectively. These results suggest that while DT directly enhances institutional reputation, its impact is amplified when institutions improve internal processes and educational outcomes. Practical implications include the need for universities to invest in robust digital infrastructure, provide continuous faculty training in digital pedagogy, and for policymakers to support DT through national standards and funding. This research contributes to understanding how digital transformation drives reputation in resource-constrained educational environments.