مدى جاهزية بيئة تسويق الأعمال نحو تبني التحول الرقمي

Abstract

This study aimed to identify the readiness of the marketing environment for digital transformation in the banking sector in Algeria and to examine the impact of digital transformation on the advancement of the marketing environment from the perspective of employees of the studied commercial banks. Digital transformation is considered a modern and effective approach to developing economic institutions in general and banks in particular. To achieve this objective, a model was developed that includes a set of hypotheses illustrating the nature of relationships between the studied variables. The study employed a descriptive methodology, utilizing both qualitative and quantitative approaches (content analysis, interviews, and questionnaires). A cluster convenience sample was selected, consisting of 200 employees from some central and regional directorates, as well as commercial branches of public, private, and mixed banks in Algeria. The collected data was analyzed using SPSS-V26 software and various statistical measures to derive the desired results. The study concluded that digital transformation is considered a strategic tool that enables banks to adapt to the rapid changes in the banking environment and enhance their competitiveness. This allows them to achieve leadership and shape the banking environment rather than merely being influenced by it. The findings also revealed a significant correlation and impact between the dimensions of the marketing environment and the dimensions of digital transformation that these banks seek to achieve. This is done by seizing opportunities, acquiring and retaining profitable customers, and addressing marketing risks, in addition to other dimensions identified by the study sample. The study further emphasized the necessity of encouraging the widespread adoption of digitization, improving technological performance in the Algerian banking sector across broader areas, and facilitating the ongoing transition towards electronic banking. This is crucial for keeping pace with local and global developments and addressing the increasing intensity of competition, especially in light of the recent reforms in the sector.