The impact of digital banking channels and organizational culture on operational excellence in Jordanian banking

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This study explores the impact of digital banking channels on the operational excellence of Jordanian banks. It investigates the impact of social media, chatbots, digital wallets, and mobile applications on operational excellence in Jordanian banks, focusing on the moderating role of organizational culture. The study used a quantitative research method and a stratified random sampling technique to ensure a diverse sample of the five largest banks in Jordan, including managers and IT professionals responsible for managing digital banking operations. A total of 276 completed questionnaires were analyzed using structural equation modeling. The findings show that digital banking channels significantly contribute to operational excellence. Social media banking (β = 0.155, p < 0.05) and chatbots (β = 0.212, p < 0.01) positively impact operational excellence, while digital wallets (β = 0.301, p < 0.001) and mobile banking applications (β = 0.22, p < 0.01) also exhibit significant positive effects. The structural model explained 63% of the variance in operational excellence. Additionally, organizational culture was found to positively moderate the impact of social media banking (β = 0.20, p < 0.01), chatbots (β = 0.10, p < 0.05), and digital wallets (β = 0.16, p < 0.01) on operational excellence. However, the interaction between mobile applications and organizational culture was not significant (β = 0.078, p = 0.065).

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    • Figure 1. Proposed conceptual framework
    • Figure 2. Structural model
    • Figure 3. Moderating effect of a bank’s organizational culture
    • Table 1. Sample response rate
    • Table 2. Sample demographic profile
    • Table 3. Confirmatory factor analysis and descriptive statistics
    • Table 4. Discriminant, convergent validity, and composite reliability
    • Table 5. Heterotrait-Monotrait Ratio (HTMT) result
    • Table 6. Hypotheses testing
    • Table 7. Interaction between moderator and independent factors
    • Conceptualization
      Abdallah Q. Bataineh
    • Funding acquisition
      Abdallah Q. Bataineh
    • Resources
      Abdallah Q. Bataineh
    • Supervision
      Abdallah Q. Bataineh
    • Visualization
      Abdallah Q. Bataineh
    • Writing – original draft
      Abdallah Q. Bataineh, Dhia Qasim, Mohammad Alhur
    • Writing – review & editing
      Abdallah Q. Bataineh, Dhia Qasim, Mohammad Alhur
    • Data curation
      Dhia Qasim
    • Investigation
      Dhia Qasim
    • Methodology
      Dhia Qasim, Mohammad Alhur
    • Validation
      Dhia Qasim
    • Formal Analysis
      Mohammad Alhur
    • Project administration
      Mohammad Alhur
    • Software
      Mohammad Alhur