DIGITAL TRANSFORMATION TECHNOLOGY AND ITS IMPACT ON ACHIEVING SUSTAINABLE COMPETITIVE ADVANTAGE FOR BANKS: AN EXPLORATORY STUDY

Abstract

The main purpose of this exploratory research is to study the digital transformation technology and achieve the achieving sustainable competitive advantage in Iraq in banking sector from an employee's point of view and to analyze them accordingly . Given that maintaining a sustainable competitive advantage is now one of the requirements for any bank to continue operating, particularly in light of the information revolution and the ongoing technological advancements known to affect all areas of the economy, including banking, banks have invested in the so-called digital transformation of banking services, and to show this, it has adopted a number of measures. Deductive reasoning is used in the study of the theoretical side, while inductive reasoning is represented by a questionnaire form to improve the practical side, which is represented by a case study of a sample of bank employees in the Iraq. The research has produced a number of findings, the most significant of which are: utilizing digital transformation technologies in banking, the research sample banks increased productivity and encouraged staff and management to take on new duties that would improve and build performance efficiency; additionally, the research sample banks are sufficiently aware of the extent to which sustainable competitive advantage helps them to achieve their long-term objectives, this demonstrates that it is interested in sustainable competitive advantage's dimensions. While the research gave a list of suggestions that would support digital transformation in banks generally, these included: improving the usability and promotion of the electronic programs via which the service is provided, as well as attaching more detailed instructions for use; examining the successes of the top banks in using digital transformation technology to deliver and manage services in a way that enhances bank performance to carry out their duties effectively.