International Journal of Nonlinear Analysis and Applications

Designing a digital transformation model of banking services and improving customer experience and satisfaction through the development of business ecosystems in Bank Mellat using a mixed method (qualitative analysis and structural equations)

Document Type : Research Paper

Authors

Faculty of Management and Accounting, Roudehen Branch, Islamic Azad University, Roudehen, Iran

Abstract

Digital transformation in the banking industry is possible through a complete study of customer experience, identification of needs and design of new banking services along with the creation and development of the business ecosystem. In this research, an attempt has been made to identify actors and factors affecting Bank Mellat's business ecosystem by using a mixed method through 200 questionnaires and in-depth interviews with 15 experts using the snowball sampling method and finally, its effect on improving experience and satisfaction. Check customers. After determining the structural model, data and information were analyzed by extracting in three stages by thematic analysis method (open coding, axial coding and selective coding) with Max Kyuda software (2018), and finally, according to the interviews, the components of the digital transformation of banking services and Improvement of customer experience and satisfaction have been extracted. The results indicate that the digital banking business ecosystem centered on the bank includes 8 internal actors of the ecosystem (customers, support centers, alternative channel providers, business partners, insurance organizations, data providers, advertising agencies, start-ups and fintech (and 9 external actors of the ecosystem (financial and government institutions, digital market, infrastructure providers, developers of emerging digital technologies, research and educational centers and institutions, competitors, shareholders, investors) and a total of 100 The index is effective.

Keywords

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International Journal of Nonlinear Analysis and Applications
Volume 17, Issue 1
January 2026
Pages 127-142
  • Receive Date: 06 May 2024
  • Accept Date: 04 September 2024