IMPACT OF DIGITIZATION ON FINANCIAL PERFORMANCE: MEDIATING ROLE OF SERVITIZATION

Abstract

The study investigates the Impact ofDigitization on Financial Performance; and the mediating role of Servitization. The study adopted the quantitative research design and primary cross-sectional data is used which was acquired through the use of a questionnaire with a sample size of 300 participants. The purposive sampling technique was used by the researchersto achieve the research objectives. The Linear Regression Model is used to test the impact of Digitization on Financial Performance. The findings suggest that Digitization has an insignificant positive impact on Financial Performance but a significant impact with Servitization as a mediator. Furthermore, Servitization mediates the relationship between the Digitization and Financial Performance of Conventional Banks in Pakistan.