The Role of Digital Maturity in Achieving the Quality of E-Services: An Analytical Study at Al-Rafidain Bank - Fallujah Branch.

OBJECTIVE: The study aims to explore how the features and components of digital maturity influence the enhancement of e-service quality at Al-Rafidain Bank - Fallujah Branch. DESIGN/METHODOLOGY: The study employed a descriptive-analytical methodology, utilizing a questionnaire as the primary tool to measure the relationships between variables. THEORETICAL/FRAMEWORK: This study is underpinned by the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) as a theoretical framework to explain the relationship between digital maturity and e-service quality. This study investigates the impact of digital maturity on e-service quality (reliability, trust, security, responsiveness, ease of use, data confidentiality, etc.) to find out if Al-Rafidain Bank will be able to serve its customers more efficiently and effectively in the coming years. FINDINGS: The findings showed a strong correlation and a significant impact of digital maturity on the quality of e-services offered. It was also established that digital maturity explained between 53% and 56% of the service quality variance. The strongest drivers in this regard included technological culture, organizational structures, and visions and perceptions. These findings suggest that to achieve superior quality in e-services, having technology available is a prerequisite. However, having technology is not enough; it should be combined with organizational elements, staff empowerment, and a predominant digital vision. Thus, digital maturity is an essential determinant for performance improvement and institutional digital transformation. CONCLUSIONS: The results showed that Al-Rafidain Bank - Fallujah Branch, Al-Rafidain Bank in the Fallujah branch, maintains a high level of digital maturity, which is a result of advanced technology coupled with quality e-services. The technological culture organization, and digital vision framework uniquely enhance service quality, demonstrating the need to provide all the digital components in order to attain a tangible transformation that is viable and efficient.