The importance of corporate culture in determination of digital maturity level and moderator role of change management

Companies in today's business world have sought to gain a competitive advantage in order to increase their profit margins. The advancing technological advancements are one of the biggest support of this search. Companies are beginning to be compelled to alter their value propositions and business practices as a result of emerging technology. Digitalization and digital transformation are, without a shadow of a doubt, the most prominent concepts that emerge in the business world as a result of technological advancements. Many business functions—from managerial procedures to human resources, supply chain to production systems, information technologies to finance—must be restructured as a result of digital transformation. Companies must eliminate inertia in order to comply with this requirement. In view of this significance, this study was carried out with the intention of determining the relationship between digital transformation maturity level and organizational culture as well as change management. A maturity model that can assess a company's level of digital transformation maturity has been used for this purpose and a model for implementation has been developed. A sample of 520 people took part in the study, which was carried out in one of the largest airlines in Turkey. As a result of the examination, the average Corporate Culture level was 3.55, Change Management level was 3.53, and Digital Maturity level was 3.68. According to the results of the structural equation modeling (SEM) conducted in the research, there is a negative effect (β=-0.837) on the Digital Maturity Level of Institutional Culture and this negative effect is significant at the p<0.05 level (p=0.015); Change management has a moderator effect on the effect of Corporate Culture on the Digital Maturity Level and this effect is positive (β=0.788), and this moderation effect is significant (p=0.04) at the p<0.05 level; It was determined that there was a positive (β=0.964) effect between corporate culture and change management and this effect was significant at the p<0.01 level.