Perception of the digital transformation as a strategic advantage through the Covid 19 crisis? case of Tunisian banks


Theiri S., Alareeni B.

JOURNAL OF SUSTAINABLE FINANCE & INVESTMENT, 2021 (ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume:
  • Publication Date: 2021
  • Doi Number: 10.1080/20430795.2021.1964809
  • Journal Name: JOURNAL OF SUSTAINABLE FINANCE & INVESTMENT
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus
  • Keywords: Digitization, innovation, covid 19 pandemic, strategy, digital bank, PLS approach, INNOVATION, TECHNOLOGY, DISRUPTION, PRODUCT, IMPACT
  • Middle East Technical University Affiliated: Yes

Abstract

Today, digital transformation as a worldwide phenomenon has taken a great deal in corporate strategies. The implementation of strict confinement has resulted in a quite cancelation of transactions and movements. Digital transformation, synonym to accessibility, rapidity and reliability has been widely triggered during the COVID-19 pandemic. In essence, this research explores the effect of digital transformation on the pandemic outcome through identifying how digitization embraces opportunity and innovative strategy. A research model was proposed and empirically tested with partial least squares path-modeling approach, based on the methodological survey completed with Tunisian banks' CEO and operational service managing. The results have demonstrated the necessity of digitization as strategic planning to be deployed in both the short and long terms. It is considered a vector of innovation and sustainable development. It helps identify the essential aspects of business processes and how they should be employed to survive and thrive during crises.