The Impact of Strategic Vigilance on Organizational Reputation: The Moderating Role of Relational Capital in Jordanian Commercial Banks

HRMARS - This study aimed to investigate the impact of strategic vigilance on organizational reputation, along with the moderating role of relational capital, in Jordanian commercial banks. The study defined strategic vigilance in four dimensions: technological vigilance, marketing vigilance, environmental vigilance, and competitive vigilance. It also defined organizational reputation in four dimensions: social responsibility, talent attraction, emotional appeal, and innovation. The study population consisted of managers at the top and middle management levels in Jordanian commercial banks. A simple random sample was selected, and 131 questionnaires were returned and analyzed using SPSS. The study revealed high level of interest in strategic vigilance and medium level of organizational reputation among the banks in the study population. It also found a significant impact of strategic vigilance on organizational reputation, and that relational capital acts as a significant mediator in this impact. The study recommended that Jordanian commercial banks increase their focus on market intelligence, given its importance as a crucial component of strategic intelligence, which the study's findings indicated impacts on the reputation of Jordanian commercial banks. It also recommended that banks increase their focus on competitive intelligence by seeking opportunities that competitors have overlooked and gathering information about competitors to enhance their ability to predict their reactions.