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 (case study: Bank Mellat)

Articles in Press

Document Type : Research Paper

Authors

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

Abstract

Recent research in the banking field points to the importance of digital technology penetration, changing traditional paradigms, a complete study of the customer's roadmap and digital experience and their needs, as well as how the digital bank operates in an ecosystem of partners. Therefore, the necessity of aligning the performance of banks according to the dynamic digital environment to maintain survival is felt more than ever. This research has been done to identify the actors and factors affecting the digital banking business ecosystem and ultimately its effect on improving the experience and satisfaction of customers in two quantitative-qualitative parts. In the qualitative part, the required data and information were extracted through in-depth interviews with 15 banking experts using the snowball sampling method and through three stages using the content analysis method, and finally the components of the digital transformation of banking services and the improvement of customer experience and satisfaction. has been Then coding is done and finally the final research model is presented. In the quantitative part, descriptive surveillance and correlational research methods are applied. Using a questionnaire of the opinions of 200 selected banking experts, and using structural equation modelling and 3smart pls software, the degree of connection between the components was determined, and according to the results, the number of 8 domestic actors and 9 foreign actors was determined. 100 key indicators of the ecosystem were identified and it was determined that the digital transformation of banking services with the mediating role of the business ecosystem has a positive and significant effect on improving the customer experience and customer satisfaction.

Keywords

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International Journal of Nonlinear Analysis and Applications

Articles in Press, Corrected Proof
Available Online from 13 March 2025
  • Receive Date: 12 November 2023
  • Revise Date: 22 January 2024
  • Accept Date: 03 February 2024