Business intelligence usage in the Jordanian banking sector: The role of data literacy, strategic alignment, and change management

Type of the article: Research ArticleAbstractBusiness intelligence and analytics (BIA) have become an essential tool for improving decision-making and maintaining a competitive edge in the global banking industry. Nevertheless, the extent of adoption varies significantly across emerging economies. This study examines the principal organizational and individual determinants influencing BIA utilization in Jordanian commercial banks, focusing on four main predictors: data literacy, change management effectiveness, strategic alignment, and user involvement in system development. A quantitative research design was used, and an online questionnaire was distributed among all twenty commercial banks in Jordan (15 locally owned and 5 foreign) between January and April 2025. The survey was targeted at information technology professionals, operations managers, and data specialists directly involved in the design, implementation, and operationalization of BIA systems. A total of 566 valid responses were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results prove that user involvement in system development (Beta 0.31, P 0.001), data literacy (Beta 0.30, P 0.001), change management effectiveness (Beta 0.27, P 0.001), and strategic alignment (Beta 0.20, P 0.001) have a significant positive effect on BIA usage. Further comparative analysis shows that there are no statistically significant differences between local and foreign banks as to their BIA adoption levels or the strength of the relations among the variables examined. This means both cohorts have become equally digitally ready and BI-integrated. The study highlights the need to blend individual competencies with organizational capabilities to effectively utilize BIA in the Jordanian banking sector and provides recommendations to help executives and policymakers improve data-driven decision-making.