The impact of digital transformation on improving marketing performance in the cellular communications sector in SyriaA case study in Syriatel Company

Abstract

This study aims to examine the impact of digital transformation on marketing performance in Syriatel, one of the leading mobile telecommunications companies in Syria. The study employs a descriptive-analytical approach to investigate the relationship between digital transformation and marketing performance, 135 valid questionnaires were retrieved from employees for statistical analysis, which was implemented using the SPSS-25 program using appropriate statistical methods. The

findings indicate that digital transformation has a generally positive impact on marketing performance, significantly improving market share and enhancing brand strength. However, its influence on customer satisfaction was found to be moderate. The study revealed that the current digital transformation strategies require further development to enhance digital customer engagement and improve user experience. The study recommends investing in digital analytics, optimizing digital marketing strategies, and enhancing customer experience through advanced digital communication channels. Additionally, it suggests increasing digital training for employees to maximize the benefits of digital transformation.