Presenting the development model of a new banking business model with a digital banking approach

The growing trend of moving towards digital banking has doubled the need to pay attention to digital product development, and the need to develop a framework seems necessary. Therefore, the purpose of this research is to develop a new banking business model with a digital banking approach. The current research is a mixed exploratory research and is a qualitative-quantitative type of study and is applied in terms of purpose. The strategy used in this research is the foundational data conceptualization theory. The statistical population of the research is bank managers of different levels and university professors who have enough experience in the field of new digital product development. The sampling approach is purposeful and continued until reaching theoretical saturation. In this way, the required theoretical saturation was achieved with a sample of ۱۵ people. Strauss and Corbin method with three coding techniques: open coding, axial coding and selective coding was used to analyze the data. After coding and analyzing data using Maxqda software, ۲۱ categories were identified and ۱۲۶ concepts were identified based on classification and their relationship with components. Finally, after analyzing the results with Amos software, the model fitting was done and the results of the quantitative part confirm the findings of the qualitative part, and it was found that the selection of concepts, dimensions and indicators is highly accurate and can be a suitable framework. Provide for the development of the vision document of digital banking.

کلیدواژه ها:

banking ، Digital Banking ، Banking Business