This study aims to investigate the impact of digital transformation on the financial performance of commercial banks in Tunisia, an emerging market with strong growth potential in the digital sector.
Using a random-effects model and a comprehensive content analysis of annual reports from ten Tunisian banks over the period 2014–2023, this research quantifies the level of digital transformation and its direct effect on key financial indicators: return on assets, return on equity and Tobin’s Q.
The findings reveal a statistically significant and positive relationship, indicating that banks strategically integrating digital technologies tend to outperform their peers financially. These results highlight the urgent need for Tunisian banks to accelerate digital transformation efforts to enhance competitiveness and drive growth in today’s rapidly evolving digital landscape.
This study contributes valuable empirical evidence to the relatively limited literature on digital banking transformation in emerging economies and offers practical insights for both bank managers and policymakers.
