REFLECTIONS OF DIGITAL CAPABILITIES ON EMPLOYEE PERFORMANCE WITHIN THE SCOPE OF HUMAN RESOURCES MANAGEMENT: AN APPLICATION IN THE BANKING SECTOR

DİJİTAL YETENEKLERİN İNSAN KAYNAKLARI YÖNETİMİ KAPSAMINDA ÇALIŞAN PERFORMANSINA YANSIMALARI: BANKACILIK SEKTÖRÜNDE BİR UYGULAMA

Abstract

In today’s competitive business environment, digital capabilities have become one of the key determinants of corporate success. The banking sector, in particular, faces significant adaptation challenges in the face of rapid digital transformation, changing customer expectations, and increasing competitive pressure. Digital technologies are transforming organizational structures, strategies, and value creation mechanisms, making it imperative for businesses to improve their digital capabilities. Traditional businesses are witnessing the transformation of sectors and the emergence of new business models on a global scale with the entry of organizations integrating modern and smart technologies into their business processes. Many studies in the literature emphasize the role of the digitalization process in supporting efficiency and achieving goals; they reveal that the effective use of advanced technologies such as artificial intelligence, big data, and cloud computing provides significant competitive advantages to businesses. Digital capabilities create sales opportunities in new markets, enable expansion in fragmented markets, and contribute to the sustainable growth of businesses. In the finance sector, the significant change in demand for financial services and the lack of a common understanding regarding the scope of digital banking are causing banks to respond to digital transformation with different strategies and speeds. In this context, significant differences are observed in the levels of development and implementation methods of banks’ digital capabilities. This study highlights the critical importance of a holistic approach to digital competencies in the banking sector. It emphasizes the need for strategically planned technology-focused investments to create a competitive advantage and align these investments with corporate objectives. Future research is recommended to include additional variables such as organizational culture and regulatory frameworks in the analysis; furthermore, to utilize objective performance metrics instead of subjective assessments for a more accurate measurement of the contribution of digital competencies to corporate success. Furthermore, by highlighting the role of human resources in the management of digital talents and examining the reflections of these capabilities on employee performance, this study makes significant contributions to the existing literature.