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 investigates the impact of digital maturity on e-service
quality (reliability, trust, security, responsiveness, ease of invective, 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, while the impact
of technological tools was weak in the absence of effective implementation. 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.
