THE IMPACT OF LEADERSHIP SUPPORT ON ENHANCING THE QUALITY OF DIGITAL SERVICES: THE MEDIATING ROLE OF DIGITAL BANKING INNOVATION – (AN APPLIED STUDY ON IRAQI COMMERCIAL BANKS)
Keywords:
Leadership support, digital service quality, digital banking innovation, Iraqi commercial banksAbstract
The purpose of this study was to determine the effect of leadership support on improving the quality of digital services, through digital banking innovation as a mediating variable used in Iraqi commercial banks. A descriptive-analytical approach was used to realize the goals of the study. The study population included all Iraqi commercial banks' employees of senior and middle ranks. The study sample consisted of (344) male and female employees from the commercial banks in Salah al-Din Governorate, which were randomly selected from the study population. The researcher used an electronic link to distribute the questionnaire. After conducting the appropriate statistical analysis, the results showed a statistically significant impact at a significance level of (α ≤ 0.05) of leadership support in its dimensions (senior leadership support for adopting digital innovation, provision of The study highlights the need for financial and human resources for digital technologies, clear strategies and policies for innovation and digital transformation, and a unified digital performance monitoring and evaluation system. This system should evaluate the quality of digital services in Iraqi commercial banks in all fields (reliability, accuracy, responsiveness, efficiency). Based on the study results, the researcher suggests the commercial banks in Iraq should draw key performance indicators (KPIs) for every phase of implementing digital skills and publish them regularly to employees.
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