Transcript The Impact of Transactional Leadership on the Marketing Creativity in Jordan Commercial Banks

The impact of Transactional leadership on
the marketing creativity in Jordan
commercial banks
Dr. Tareq N. Hashem
Associate Professor
Marketing Department
Philadelphia University
Amman- Jordan
Wedad Abdel Azeez Al- Aqrabawi
Lecturer in Business Administration
Philadelphia University
Amman- Jordan
Problem definition
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What is the impact of Transactional
leadership on marketing creativity in
Jordanian commercial banks?
 Which type of transactional leadership has
the highest impact level on marketing
creativity in Jordan commercial banks?
What do we mean by The transactional leadership
and The marketing creativity
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Transactional leadership is the process that
influence behavior of subordinates to urge them
to work with the existence of a desire to
accomplish the specified objectives
(Schermerhorn, 2002)
Creativity is defined as finding, accepting and
executing new ideas, processes and products (Al
-Sarhan. 2005).
Significance of Research
The research significance is attributed to the followings :
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The study illustrates the important role of the transactional
leadership that play in marketing creativity in Jordanian
commercial banks.
It handles a vital and very important sector in national
economy, that is the banking sector.
This study will contribute in developing Jordanian
commercial banks' capability to use the transactional
leadership in order to improve marketing creativity and to
enforce its competitive advantage in order that banks face
the competition
Research Objectives
The research aims at achieving the following
objectives

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To investigate the impact of Transactional
leadership on marketing creativity in Jordan
commercial banks.
To find out the most effective type of
transactional leadership on marketing creativity
in Jordan commercial banks.
Hypothesis

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Ho: There is no statistical significant impact of
transactional leadership on marketing creativity in the
Jordanian commercial banks.
Ho1: There is no statistical significant impact of conditional
bonus in achieving marketing creativity in Jordanian
commercial banks.
Ho2: There is no statistical significant impact of (active)
management by exception in achieving marketing creativity
in Jordanian commercial banks.
Ho3: There is no statistical significant impact of (static)
management by exception in achieving marketing creativity
in Jordanian commercial banks.
Population and Sample

The study population includes Jordanian
commercial banks employees. The study
convenience sample consisted of 500
employees , 395 questionnaires were
returned, which represent (79%) of the
total sample
Validity and Reliability
 a. Validity:
The questionnaire has been evaluated by instructors from the
Jordanian universities. Their remarks and comments were
taken into consideration.
 b. Reliability
Cronbach Alpha test was used to find out instrument
reliability. The value was = 90.6% for the entire
questionnaire. While reliability values of transactional
leadership variable was 88.5%, and Marketing Creativity
variable was 86%. All values are acceptable since their
values are more than 60%
Characteristics of the Sample

It was found that males were (216) subjects that is
(54.7%), females were (179) subjects , that is
(45.3%) percent. The majority is between 30- less
than 40 years, .with (50.9%) percent of (5- to less
than 10 years).
Conclusions
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There is an impact of transactional leadership on marketing
creativity in Jordanian commercial banks.
There is an impact of conditional bonus in achieving
marketing creativity in Jordanian commercial banks.
There is an impact of (active) management by exception in
achieving marketing creativity in Jordanian commercial
banks.
There is an impact of (static) management by exception in
achieving marketing creativity in Jordanian commercial
banks.
Active management by exception has the highest impact on
marketing creativity
Recommendations
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To provide rewards and incentives rewarding financially and
morally with superior performance from employees through
adoption of performance.
Encourage female element and take advantage of its potential to
participate in leadership events where proven that women in many
areas and significantly, especially with high scientific and
practical qualifications.
Enable young people to exercise leadership roles, and invest
their skills and abilities to achieve high performance levels while
at the same time to give them more opportunities to get the
experience required for such important roles.
The need to develop training programs for leaders and staff
based on the results of the performance evaluation.
Further studies on application study subject on other economic
sectors
Thank You