Document Type : Research Paper
Authors
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
Abstract
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.
Keywords
- Digital transformation
- non-state commercial banks
- customer experience
- ecosystem and network strategies
- digital banking
Main Subjects
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