Leveraging Digitalization and Servitization to Improve Financial Performance: An Empirical Analysis

Abstract

This research investigates the interplay between digitalization, servitization, and Corporate Social Responsibility (CSR) in influencing the financial performance of Pakistani banks. The study addresses a critical gap by examining how these factors combine to impact bank profitability in the contemporary landscape of digital transformation and evolving customer demands. A quantitative approach is employed, utilizing survey data collected from branch managers in Pakistani banks. Standardized scales measure digitalization, servitization, CSR, and bank performance. The findings demonstrate a positive direct effect of digitalization on bank performance. Furthermore, servitization strengthens this positive impact, suggesting that banks offering a comprehensive suite of services alongside traditional products achieve superior financial outcomes.  Notably, the study reveals no significant short-term contribution of CSR to a bank's financial performance. Thus, the study sheds light on the crucial role of servitization in amplifying the positive effects of digitalization on bank performance. By strategically integrating services with products, banks can leverage digital technologies to become more data-driven and enhance their financial health.