THE IMPACT OF DIGITAL TRANSFOTMATION ON THE QUALITY OF FINANCIAL SERVICES: AN EMPIRICAL STUDY OF THE FINANCE DEPARTMENT AT THE UNIVERSITY OF TIKRIT
Keywords:
digital transformation, financial services, University of TikritAbstract
This study aimed to investigate the relationship between the implementation of digital transformation and the enhancement of financial service quality. It employed a descriptive and analytical approach based on quantitative data and was conducted at the Finance Department of the University of Tikrit. A questionnaire measuring the model’s variables was developed after reviewing a body of theoretical literature. The questionnaire was distributed electronically using a comprehensive survey method to gather the opinions of the study sample. A total of 92 questionnaires were collected; after verifying their validity, it was determined that the valid sample size for statistical analysis was 90 questionnaires.
The statistical analysis in this study was conducted using SPSS. The most significant findings of the study were as follows: The most important conclusions reached were that there was a moderate level of the digital transformation variable and a moderate level of the financial services quality variable at the University of Tikrit. There was a statistically significant positive correlation between digital transformation and the quality of financial services at moderate levels, indicating that higher levels of digital transformation lead to a moderate increase in the quality of financial services. The results also showed a significant and positive impact of digital transformation, in all its dimensions, on the quality of financial services in the Finance Department at the University of Tikrit. Based on the findings: administrative efforts should be coordinated to provide higher-quality financial services; the organizational structure of the Finance Department should be reviewed to strengthen its role in enhancing the quality of financial services; and the adoption of digital transformation should be aligned to ensure the reliability of digital services.
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