Digital Transformation and Competitive Advantage in the Service Sector: A Moderated-Mediation Model

Digital transformation is important not only in the manufacturing sector but can also help service-based organizations to achieve competitive advantage. Therefore, this study has examined impact of digital on advantage and mediating role entrepreneurial orientation. Innovation capability considered a moderator between The data for research were gathered from service companies Jordan, AMOS was utilized analysis. results revealed that influences affects Entrepreneurial orientation significantly mediates relationship In addition, innovation capabilities moderate transformation, advantage, Innovation, production, operational managers as well owners use guideline policy-making order develop