The Impact of Digital Transformation and Customer Focus on Agile Management

This study investigates the impact of digital transformation and customer focus on agile management in organizations. The research is applied in nature and conducted using a descriptive-survey method. The statistical population consisted of 41 managers and employees of Foulad Fidar Company, and data were collected using a standardized questionnaire. Data analysis was performed using multiple regression and Smart PLS software version 4. The results showed that both digital transformation and customer focus have significant and positive effects on agile management. The path coefficient for digital transformation was 0.155, with a t-statistic of 2.047, indicating a positive and significant impact on agile management. Customer focus demonstrated a stronger effect, with a path coefficient of 0.708 and a t-statistic of 8.997. The correlations between these variables revealed a strong and positive relationship. This study highlights the crucial role of digital transformation and customer focus in enhancing organizational agility. Organizations can achieve greater agility in responding to environmental changes by leveraging digital technologies and fostering a customer-centric culture. It is recommended that managers prioritize agile human resource development and invest in modern technologies to improve organizational performance.