Digital employee performance and its impact on enhancing digital service: the mediating role of digital entrepreneurship: an analytical survey study of a sample of employees in travel and tourism companies in Baghdad Governorate.

Abstract

 The current research aims to study the relationship between digital performance of employees and how it affects the enhancement of digital service of travel and tourism companies through digital entrepreneurship, and more precisely, it examines the mechanism through which digital performance of employees affects the enhancement of digital service and what digital entrepreneurship offers as an intermediary role in this.

The research assumed a set of main hypotheses to study the relationship of influence between variables and the hypotheses were tested through statistical programs (spss, smart pls) to process the data collected during the questionnaire distributed to travel and tourism companies in Baghdad Governorate. Where (100) questionnaires were distributed and (97) questionnaires were retrieved, which were subjected to statistical analysis (90) questionnaires and (7) questionnaires were excluded for being invalid.

The current research enhances our understanding of how digital performance of employees affects the enhancement of digital service through digital entrepreneurship among them, in addition to that, verifying the digital performance of employees helps in providing an initial insight for senior management who face the challenge of implementing a successful digital footprint in an increasingly digital business landscape.

The research reached a set of conclusions, the most important of which are: The results revealed that there is a significant impact of the digital entrepreneurship variable as an intervening variable between the digital performance of employees in the digital service. It explained the prominent role in the positive effects of the digital performance of employees in the digital service through digital entrepreneurship.