دور التحول الرقمي في تحسين جودة الخدمات المصرفية في البنوك التجارية

Abstract

This study was conducted within the framework of examining the impact of digital transformation on improving the quality of banking services, based on the growing importance of digital transformation as one of the fundamental pillars for enhancing banking performance and strengthening the competitiveness of banks in today's rapidly evolving digital environment. The study aimed to analyze the nature of the relationship between digital transformation and banking service quality, as well as to measure the extent to which the adoption of digital technologies contributes to improving the quality of services provided to customers and enhancing their satisfaction. To achieve the objectives of the study, the descriptive-analytical approach was adopted. A questionnaire was used as the primary instrument for data collection from a sample of customers of the banking institution under study, namely the Credit Populaire (CPA), Sétif Branch. The collected data were statistically analyzed using the Statistical Package for the Social Sciences (SPSS). A range of appropriate statistical techniques was employed, including frequencies, percentages, arithmetic means, standard deviations, validity and reliability tests, Pearson's correlation coefficient, and simple linear regression analysis. These techniques were used to test the study hypotheses and to determine the strength of the relationship and the effect between the study variables. The study was based on a main hypothesis stating that digital transformation has a statistically significant effect on improving the quality of banking services, from which several sub-hypotheses were derived. The findings revealed a positive and statistically significant impact of digital transformation on banking service quality. This result highlights the effective role of digital technologies in developing electronic banking channels, simplifying procedures, improving transaction processing speed, enhancing reliability and security, and facilitating access to banking services. These improvements contributed significantly to increasing customer satisfaction and strengthening customers' trust in the banking institution. In light of these findings, the study recommends accelerating the pace of digital transformation through greater investment in technological infrastructure, further development of digital banking services in line with customer expectations, continuous enhancement of human resource competencies through training, strengthening information security, and promoting digital awareness. These measures would contribute to achieving a sustainable competitive advantage and continuously improving the quality of banking services.