The Impact of Banking Process Digitization on the Performance of Banking Activities : Empirical Evidence from Commercial Banks in Bejaia.
الكلمات المفتاحية:
تأييد المشاهير، خصائص المشاهير، قيمة العلامة التجارية، المنتجات الفاخرة، عطر شانيل رقم5، celebrity endorsement، characteristics of celebrity، brand equity، luxury products، Chanel No. 5، Digitization، Banking Activities، Costumer services، Survey، Bejaiaالملخص
In this paper we measure the effect of digitizing banking procedures on the bank activities performance. Indeed, we carried out a field survey on a sample of commercial banks of the wilaya of Bejaia, through which we distributed a survey to the executives employed in these banks. The results show that digitization has a positive and significant effect on the performance of banking activities. Then, digitalization facilitates the internal procedures of banks, which improved their effectiveness and simplified their management. Digitization also promotes the climate of innovation in banks and makes it possible to the latter more competitive, especially on the international market.المراجع
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