أثر التحول الرقمي في تعزيز الميزة التنافسية للخدمات المصرفية (دراسة تطبيقية على بنك الشام في محافظة دمشق)

Abstract

The study aimed to analyze the current state of digital transformation at Cham Bank by examining the extent to which its key dimensions digital leadership, digital culture, and digital transformation strategy are applied, and exploring the role of these dimensions in enhancing the competitive advantage of the banking services provided by the bank. The research adopted a descriptive analytical methodology, where a questionnaire was designed to collect data from a sample of 75 employees working at the general administration and branches of Cham Bank in Damascus Governorate. The data were analyzed using statistical methods via SPSS to test the hypotheses and measure the relationships between variables. The study concluded that there is a statistically significant relationship between the three dimensions of digital transformation and the enhancement of the competitive advantage of banking services at Cham Bank. It also found that the bank faces certain technical challenges that somewhat hinder the acceleration of digital transformation, despite the efforts made by the management. The study concluded with a set of recommendations, the most important of which are: achieving integration among the pillars of digital transformation by developing an institutional framework that links strategy, leadership, and digital culture. This can be accomplished through regular meetings between the relevant departments and establishing shared performance indicators that reflect the cumulative impact on competitive advantage. Additionally, conducting periodic assessments of the digital transformation by adopting an internal monitoring system to track the implementation of digital initiatives, preparing semi-annual reports to be presented to top management. These reports should be linked to the results of continuous improvement plans and used to adjust the strategic direction when necessary.