Technology Innovation and Social and Behavioral Commitment: A Case Study of Digital Transformation in the Moroccan Insurance Industry

Digital transformation (DT) has become an imperative for companies seeking to evolve in a constantly changing industrial ecosystem, driven by the continual development and application of innovative digital technologies. Nevertheless, the success rate of DT initiatives remains surprisingly low, which only serves to highlight the need for a deeper understanding of the factors that determine the success of these initiatives. This study adopts a quantitative methodological approach to address this challenge, focusing on the Moroccan insurance industry. First, a systematic literature review was undertaken to identify the key change dimensions and related factors that influence DT acceptance, at both individual and corporate levels, as well as the potential risks associated with the adoption of DT. A survey of 100 employees of insurance companies in Morocco was then undertaken to statistically establish the key factors that determine the success of DT in these companies. The research results reveal that planned behavioral factors, as well as the innovative features of digital technologies, exert a positive influence on the attitude toward the acceptance of DT. Furthermore, this positivity translates into greater personal acceptance of new technologies within the Moroccan organizations studied. Although this paper focuses on one industry sector in one country, the authors believe the results make a valid contribution to both theory and practice. The findings indicate a clear distinction between individual acceptance of innovation and acceptance at a social level, an approach that has scarcely been addressed in previous research. It also offers valuable insights for leaders and organizational managers seeking to succeed in their DT projects by highlighting key determining factors to effectively guide this complex process.