نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت فناوری ، گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران
2 استاد، گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران نویسنده مسئول: mehraeen@um.ac.ir
3 استاد، گروه مدیریت فناوری اطلاعات، دانشگاه تهران ، تهران،ایران
4 استاد ،گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران
چکیده
تحول دیجیتال در صنعت بانکداری بهعنوان یکی از الزامات اساسی برای بقا و رقابتپذیری در عصر دیجیتال شناخته میشود. این تحقیق با هدف تبیین مدل پیادهسازی تحول دیجیتال در بانکهای غیردولتی تجاری ایران انجام گرفت. تحقیق حاضر از نظر جهتگیری، یک پژوهش بنیادی و از منظر روش تحقیق، جزء تحقیقات کیفی است. برای دستیابی به هدف پژوهش از طرح اکتشافی استفاده گردید. جامعه مشارکتکنندگان شامل مدیران، مشاوران، متخصصان و کارشناسانی است که در بانکهای غیردولتی تجاری نسبت به طراحی و اجرای سفر دیجیتال خویش، اقداماتی انجام دادهاند. نمونهگیری به روش هدفمند انجام شد و با 17 نفر به اشباع نظری دست پیدا شد. مقولههای تحقیق با روش تحلیل داده بنیاد شناسایی و تحلیل دادههای کیفی با نرمافزار Maxqda انجام شد. براساس مدل پارادایمی پژوهش مشخص گردید عوامل علی مانند نیازها و فشارهای رقابتی، انتظارات و رفتار مشتریان و عوامل بازار و کسب کار بر تحول دیجیتال بانکی تاثیر میگذارند. شرایط زمینهای مانند عوامل محیطی، اقتصادی، تجربه کارکنان و فرهنگ سازمانی بستر لازم جهت پیادهسازی تحول دیجیتال را فراهم میآورند و وضعیت رقابتی و مسائل قانونی و مقرراتی نقش مداخلهگر را ایفا میکند. مولفههای مذکور بر راهبردها و اقدامات مانند استراتژیهای مشتریمحور، عملیاتی و اکوسیستم و شبکه اثرگذارند که در نهایت به پیادهسازی تحول دیجیتال با پیامدهایی مانند بهبود تجربه مشتری، رشد درآمد و سودآوری و بهبود مدل کسبوکار منجر میشوند. . مدل ارائه شده در این پژوهش، با توجه به چالشهای داخلی و ساختار خاص صنعت بانکداری در ایران، امکان اجراییسازی مدلهای تحول دیجیتال را با انعطافپذیری بیشتری فراهم میکند.
کلیدواژهها
موضوعات
عنوان مقاله [English]
A Model for Implementing Digital Transformation in Iranian Non-State Commercial Banks
نویسندگان [English]
- Hadi Taghavi 1
- Mohammad Mehraeen 2
- Mehdi ShamiZanjani 3
- Alireza Khorakian 4
1 Ph.D Student Information Technology Management,Department of Management, Faculty of Administrative and Economic Sciences, Ferdowsi University of Mashhad, Mashhad,Iran
2 Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran Corresponding Author: mehraeen@um.ac.ir
3 Professor,Department of Information Technology Management, University of Tehran,Tehran, Iran
4 Professor, Department of Management, Faculty of Economics and Administrative sciences, Ferdowsi University of Mashhad, Mashhad, Iran
چکیده [English]
The digital transformation of the banking sector is essential for survival and competitiveness in the digital age. This study aims to explain the implementation model of digital transformation in Iranian non-governmental commercial banks. As a fundamental and qualitative study, it employs an exploratory design to achieve its objective. The research population includes managers, consultants, specialists, and experts involved in digital transformation initiatives within these banks. Using a purposive sampling method, theoretical saturation was reached with 17 participants. Data analysis was conducted using Maxqda software. The findings, based on a paradigmatic model, revealed that causal factors such as competitive pressures, customer expectations, and market dynamics significantly influence banking's digital transformation. Contextual conditions, including environmental and economic factors, employee experience, and organizational culture, provide the foundation for implementation, while regulatory and competitive challenges act as intervening variables. These factors shape strategies and actions, such as customer-centric, operational, ecosystem, and network strategies, which lead to outcomes like enhanced customer experience, improved operational efficiency, revenue growth, greater organizational agility, and innovative business models. This model, tailored to the internal challenges and unique structure of Iran’s banking industry, offers a more flexible approach to implementing digital transformation initiatives.
کلیدواژهها [English]
- Digital transformation
- non-state commercial banks
- customer experience
- ecosystem and network strategies
- digital banking
- شامی زنجانی، مهدی. (1400). چالشهای مشترک بانکداری دیجیتال در دنیا و ایران. https://B2n.ir/dq7216
- شامی زنجانی، مهدی. (1401). پادکست. https://B2n.ir/jr9551
- جلیل دلخواه، اصغر مشبکی، حسن دانایی فرد.، سید حمید خدادادحسینی. (2013). ارزیابی کارایی بانکهای دولتی در مقایسه با بانکهای خصوصی در ایران.چشمانداز مدیریت بازرگانی.
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