The Impact of Digital Transformation on the Market Share of Jordanian Commercial Banks
摘要
The study aimed to demonstrate the impact of digital transformation on market share in Jordanian commercial banks, the study community consisted of (12) Jordanian commercial banks, while the study sample consisted of branch managers and their deputies, accounting department employees, programming employees, and public relations employees. (480) questionnaires were distributed to employees, (40) questionnaires in each bank (424) of the questionnaires distributed electronically were retrieved, and the data were analyzed using SPSS software. The results showed a positive impact of digital transformation on market share in its dimensions (employee satisfaction service quality) in Jordanian commercial banks. The study recommended increasing banks’ reliance on the latest systems and software specialized in digital transformation, such as electronic data analysis tools and artificial intelligence, to improve and increase the accuracy and speed of operations, and thus provide quality services, and the need to subject bank employees to more training programs in the field of using digital tools and technologies to develop their skills and increase their ability to provide high-quality services.