Résumé:
This study aims to determine the extent to which the digital transformation
integration strategy contributes to improving the organizational performance of
human resources management in an Algerian company – a case study of Naftal
Marketing Branch in Chlef Province. We conducted an analytical field study
of the digital transformation integration strategy at the company under study,
and we also conducted a statistical study by developing a questionnaire
consisting of 50 items, which was distributed to a sample of 175 employees
from a population of 320 employees. 155 valid questionnaires were returned
for processing. The statistical package SPSS v.20 and the structural equation
modeling program AMOS v.20 were used. After collecting and processing the
data, and testing the hypotheses, we arrived at the following results: The digital
transformation integration strategy contributes to the effectiveness of
transforming human resources management practices to an acceptable degree
at Naftal Marketing Branch in Chlef Province, as evidenced by the following:
digital planning based on data from the NOVACH program, internal digital
recruitment for senior positions, digital training in certain specializations, and
digital compensation. The study found a statistically significant effect (α ≤
0.05) of digital transformation on the organizational performance of the Human
Resources Department at Naftal Marketing Branch in Chlef Province. The
study concluded with several recommendations, including: the necessity of
establishing a dedicated Digital Transformation Department within the
organization to monitor and evaluate the implementation of the digital
transformation strategy; and the provision of all necessary resources for digital
transformation, particularly qualified human resources, to ensure the effective
implementation of the digital transformation strategy.
