Paper Asia | 2026
Authors: Alqudah A.Z.; Alshar M.M.; Al Sheyab S.N.; Radwan S.; Ali A.
DOI: 10.59953/paperasia.v42i1b.960
Journal: Paper Asia
Year: 2026
Publisher: IPMEDIA SDN BHD
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
This paper addressed the limited empirical evidence on how digital capabilities and creative practices affect firm performance in the Jordanian packaging and food processing sector, which is currently experiencing rapid technological and competitive transformation. The study examines the impact of e-marketing capabilities and organizational creativity on organizational performance and determines the mediating role of customer satisfaction. Quantitative data collected from 110 managers and owners of MSMEs were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM), with bootstrapping on 5,000 samples. The findings show that e-marketing positively influences both customer satisfaction (β = 0.560) and organizational performance (β = 0.517). Creativity also exerts a significant positive influence on customer satisfaction (β = 0.481). However, its direct effect on organizational performance is not statistically significant (β =-0.024). This lack of significance can be explained by financial limitations, inadequate investment in innovations, and risk-averse managerial attitudes among MSMEs in the industry. Customer satisfaction demonstrates a positive correlation with organizational performance and serves as a mediating mechanism in which e-marketing and creativity contribute to better performance outcomes. Overall, the results indicate the importance of online communication, innovative marketing practices, and customer-oriented approaches for companies operating in the packaging and food processing sector. The study also provides practical implications to managers and policymakers seeking to improve competitiveness through the effective use of digital marketing capabilities and a strong customer experience orientation. © 2026, IPMEDIA SDN BHD. All rights reserved.
Creativity; Customer satisfaction; E-marketing; Jordan; Organizational performance; Packaging and food processing industry