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)

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 ۲۰۰ questionnaires and in-depth interviews with ۱۵ 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 (۲۰۱۸), 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 ۸ internal actors of the ecosystem (customers, support centers, alternative channel providers, business partners, insurance organizations, data providers, advertising agencies, start-ups and fintech (and ۹ 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 ۱۰۰ The index is effective.

کلیدواژه ها:

Digital transformation ، Digital banking ، digital customer experience ، customer satisfaction ، business ecosystem