THE IMPACT OF DIGITAL BANKING CHANNELS AND ORGANIZATIONAL CULTURE ON OPERATIONAL EXCELLENCE IN JORDANIAN BANKING

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 (beta = 0.155, p < 0.05) and chatbots (beta = 0.212, p < 0.01) positively impact operational excellence, while digital wallets (beta = 0.301, p < 0.001) and mobile banking applications (beta = 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 (beta = 0.20, p < 0.01), chatbots (beta = 0.10, p < 0.05), and digital wallets (beta = 0.16, p < 0.01) on operational excellence. However, the interaction between mobile applications and organizational culture was not significant (beta = 0.078, p = 0.065).