Constellations of Trust: Where Service Innovation Meets Digital Banking's Heart

This study examines the relationship between service innovation and digital bank performance, focusing on service personalization, security and authentication, system stability, ease of access, and innovation in service delivery. A mixed-methods design was employed. The qualitative phase consisted of grounded theory analysis of semi-structured interviews with specialists in the banking business, supplemented by MAXQDA. In the quantitative phase, questionnaire data were collected from specialists working at banks listed on the Stock Exchange throughout ۲۰۲۳–۲۰۲۴. The relative importance of the identified parameters and their links with digital financial performance were assessed using Friedman ranking tests and regression analysis in SPSS. The findings indicated that service personalization and information security are critical for customer trust and happiness, and that ease of access and system stability were connected with higher operational efficiency. The customer experience, competitive advantage, and overall performance of the digital bank were also examined in relation to service innovation. The study combined the Technology Acceptance Model (TAM), SERVQUAL and Trust Theory to suggest a conceptual framework, “Constellations of Trust”. Rather than analyzing these perspectives separately, the framework investigated the dimensions of their relationship with digital banking performance. The empirical regression results indicated that service personalization, security, system stability, and ease of access had statistically significant associations with performance, whereas the direct effect of service innovation was not statistically significant.

کلیدواژه ها:

Digital Banking ، Information security ، Service Innovation ، Service Personalization ، User Experience