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The paper aims to spotlight the level of patient satisfaction with quality of care in a private hospitals setting.

This study was carried out at three private hospitals in Syria. The study used written survey (interview-type questionnaire) assessing patient's perception of the quality of the services offered by the hospitals. The total of 108 patients participated in the study making the response rate 60.3 percent.

On the basis of this study, several interesting findings were found. There was a general patient satisfaction with most of the facilities and services provided by the hospitals. Although the focus of the study was not on the medical services, patients were satisfied with the medical treatment. The hotel aspects of the services were found to be evidently poor as indicated by patients.

The perception of management about the services provided was not studied in detail to find out if there was a perceptual gap between the two parties. The findings of this study can only be generalized to other private hospitals in Syria not public hospitals.

This paper satisfies the needs of the managers of private hospitals in Damascus/Syria who lack knowledge about what affects the overall patient satisfaction especially with regard to the hotel aspects of services offered by private hospitals as patients generally want more than just a cure of ill health.

In a world where big data have become crucial to guarantee the success of companies, digital transformation came to help companies transition towards a digital business and accept the changes in the organizational structure as well as the market. Nonetheless, even with the ever-growing importance shed on it, few articles and studies have linked it to the sustainability paradigm. Empirical studies that have linked between the factors of digital transformation and a more sustainable business are still scant. Many efforts are still needed to reduce the knowledge gap between these two concepts. The purpose of this paper is to fill this gap by examining (empirically) the effect of digital transformation on sustainability.

The study validates five different hypotheses highlighted by the literature using structural equation model (SEM) analysis from partial least square (PLS) approach. It uses a new conceptual framework using a survey data, answered by 41 small- and medium-sized enterprises (SMEs) in Morocco from different industries.

Using PLS-SEM modeling, the results show that customers, data and innovation, which are drivers that companies should work on during a digital transformation, have a significant impact on companies’ quest to reach sustainability. However, and in contrast to the existing literature, authors find that competition did not play a significant role in enhancing the companies’ commitment to sustainability.

Authors’ findings encourage firms to seize the opportunity of digital transformation to embrace sustainability, because the implementation of these two concepts requires radical changes at the business model level. Authors suggest that the road to achieve sustainability in a digital era should focus on three main axes, enhancing the customer experience and adopting customer centricity, building data analytics capabilities and shifting innovation to the business model level.

To the best of the authors’ knowledge, this study is one of the first research papers that explain how to reach sustainability during a digital transformation. The originality of this paper lies in the fact that it focuses on SMEs as they remain the backbone of the Moroccan economy. This study is also novel for showing with empirical evidences that working on the axes of customers, data and innovation, during a digital transformation journey, will improve sustainable practices within businesses.