Investigating the impact of digital adaptive governance on organization performance with the mediating role of digital transformation and quality services (Study case: Mashhad City Telecommunication Company)

Maryam Marvi¹

1) Master of International Marketing Management, Tabran Institute of Higher Education, Iran

IOI Code : AZGC-AZHCFF
Publication : 1St International conference on new horizons in management,business, economics and humanities(icmbe.com)
Abstract :
    One of the requirements that organizations must consider in order to maintain and improve their performance is technological changes and the use of technology. However, the exploitation of digital technology requires attention to infrastructure. This research aims to investigate the impact of adaptive digital governance on organizational performance by mediating digital transformation and service quality. The research is applied in terms of purpose and descriptive-survey in terms of method. The statistical population of this research was 500 employees of the Mashhad Telecommunications Organization. The statistical sample size was determined to be 218 people based on the Cochran formula. The sampling method was non-probability available. The data collection tool was a standard questionnaire. Structural equation modeling using SmartPLS 3 software was used to examine the hypotheses. Based on the research findings, the direct impact of adaptive digital governance on digital transformation and service quality was confirmed, but its direct impact on organizational performance was not confirmed. Digital transformation also affects organizational performance and service quality. Service quality affects organizational performance. In this study, the mediating role of digital transformation and service quality was confirmed.

Keywords : adaptive digital governance organizational performance digital transformation service quality