Digital transformation to manage operations challenges and achieve competitive advantage: customer perceptions

This study examined customers' perceptions of the challenges facing car dealership business in Jordan in managing operations and achieving competitive advantage (ACA). The study also examined the impact of digital transformation on managing these challenges and achieving competitive advantage. A questionnaire was developed based on published literature and distributed online through social media platforms to customers of car dealerships in Jordan to answer based on their experience and point of view. The results of one-sample t-test indicated that the average values for operations management and competitive advantage fell in the range of 'good = 4' point on a five-point scale, and even more so for digital transformation. The study revealed a positive, statistically significant relationship between digital transformation and achieving competitive advantage. The study also revealed that the relationship between digital transformation and achieving competitive advantage is partially mediated by managing operations challenges (MOC). The study concluded that digital transformation enabled managing operations challenges and thus achieving competitive advantage. This study contributes to the literature by demonstrating the role of digital transformation in managing operations challenges and thus achieving competitive advantage.