Digital Transformation as a Socio-Economic Challenge: The Impact on the Commercial Bank Employees’ Job Performance

This study examines the impact of digital transformation, encompassing its four key dimensions: customer experience, internal operations, business models, and employee tasks on the job performance of employees in commercial banks. Digital transformation represents a significant socio-economic challenge, as it entails fundamental changes in work patterns and communication, requiring rapid adaptation from both individuals and institutions. A structured questionnaire was used as the primary data collection instrument, and the data were analyzed using the Statistical Package for the Social Sciences (SPSS), version 27. A set of appropriate statistical tests was applied, including Cronbach’s alpha coefficient, means, standard deviations, one-way ANOVA, and simple linear regression to measure the impact of digital transformation dimensions on job performance. The study sample consisted of 46 employees working in banking branches in Ouargla, Algeria, in 2024. The findings indicate that Algerian commercial banks have initiated digital transformation efforts and that employees demonstrate a high level of job performance. Moreover, a statistically significant positive impact was observed for all dimensions of digital transformation on job performance and employee productivity except for customer experience, which showed a negative correlation. Additionally, the results reveal statistically significant differences in employees’ perceptions of job performance based on bank ownership. The effectiveness of digital transformation in banks can be enhanced by focusing on aspects that improve performance and productivity. It also plays a role in addressing socio-economic challenges by improving customer experience and enhancing the efficiency of human resources.