The mediating role of customer satisfaction in the relationship between creative leadership and Sustainable Competitive Advantage applied to Egypt Air

Document Type : Original Article

Authors

1 tourism studies department , faculty of tourism and hotels , Suez Canal University , Ismailia

2 East Port Said University of Technology Tourism and travel services Technology

3 Tourism studies department , faculty of tourism and hotel management Suez canal university , ismailia

Abstract

This study aims to investigate the impact of creative leadership on Egypt Air's sustainable competitive advantage through customer satisfaction. A questionnaire was designed to assess the opinions of managers and leaders at Egypt Air Company, the data were statistically analyzed using SPSS v.27. Data was collected through a survey of 350 employees. A total of 282 responses were collected,
The results indicate that creative leadership, including its aspects (sensitivity to problems, creativity, and flexibility, perseverance, fluency and authenticity), has positively influenced sustainable competitive advantage, which includes superior quality, super responsiveness, extreme flexibility, creativity, and continuous development, through customer satisfaction at Egypt Air.
The study recommended focusing on the implementation of creative leadership aspects at Egypt Air because of their positive influence on customer satisfaction and long-term competitive advantage. In addition of the necessity to train employees to enhance their capabilities through using the latest technological methods which support the creative leadership.

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