تبیین استراتژی‌های پیاده‌سازی تحول دیجیتال در بانک‌های غیردولتی تجاری ایران

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد/ ایران

2 گروه مدیریت فناوری اطلاعات، دانشگاه تهران/ تهران

چکیده

تحول دیجیتال در صنعت بانکداری به‌عنوان یکی از الزامات اساسی برای بقا و رقابت‌پذیری در عصر دیجیتال شناخته می‌شود. این تحقیق با هدف تبیین چارچوب استراتژی‌های پیاده‌سازی تحول دیجیتال در بانک‌های غیردولتی تجاری ایران انجام گرفت. تحقیق حاضر از نظر جهت‌گیری، یک پژوهش بنیادی و از منظر روش تحقیق، جزء تحقیقات کیفی است. برای دستیابی به هدف پژوهش از طرح اکتشافی استفاده گردید. جامعه مشارکت‌کنندگان شامل مدیران، مشاوران، متخصصان و کارشناسانی است که در بانک‌های غیردولتی تجاری متبوع خود نسبت به طراحی و اجرای سفر دیجیتال، اقداماتی انجام داده‌اند. روش تحقیق نمونه‌گیری به روش هدفمند انجام شد و با 17 نفر به اشباع نظری دست پیدا شد. روش تحقیق این پژوهش نظریه داده‌بنیاد است و تحلیل داده‌ها با روش کدگذاری باز، محوری و انتخابی انجام شد. مقوله‌های تحقیق با روش تحلیل نظریه داده بنیاد شناسایی و تحلیل داده‌های کیفی با نرم‌افزار Maxqda انجام شد. یافته-های تحقیق نشان می‌دهد که استراتژی‌های مطرح‌شده برای پیاده‌سازی تحول دیجیتال در بانک‌های تجاری غیردولتی ایران، شامل استراتژی‌های مشتری‌محور، عملیاتی، نوآوری و رشد، رهبری و فرهنگی، فناوری‌محور، انطباقی و ریسک، اکوسیستم و شبکه و مالی و سرمایه‌گذاری، هرکدام به طور خاص نقش مهمی در موفقیت این فرآیند ایفا می‌کنند. اجرای موفق تحول دیجیتال در بانک‌های غیردولتی تجاری ایران نیازمند رویکردی جامع و چندجانبه است که هریک از این استراتژی‌ها را به عنوان پایه‌ای برای اقدامات مؤثر در نظر بگیرد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Explaining strategies for implementing digital transformation in Iranian non-governmental commercial banks

نویسندگان [English]

  • Hadi Taghavi 1
  • Mohammad Mehraeen 1
  • Mehdi Shami Zanjani 2
  • Alireza Khorakian 1
1 PhD Student/Information Technology Management/Department of Management, Faculty of Administrative and Economic Sciences, Ferdowsi University of Mashhad, Mashhad/Iran.
2 Professor/Department of Information Technology Management, University of Tehran/Tehran.
چکیده [English]

Digital transformation in the banking industry is recognized as one of the basic requirements for survival and competitiveness in the digital age. This research was conducted to explain the framework of digital transformation implementation strategies in Iranian non-governmental commercial banks. The present research is fundamental in terms of orientation and qualitative research in terms of research method. An exploratory design was used to achieve the research objective. The participant population includes managers, consultants, specialists, and experts who have taken steps in their non-governmental commercial banks toward designing and implementing the digital journey. The research method was purposive sampling and theoretical saturation was achieved with 17 people. The research method is grounded theory and data analysis was conducted using open, axial, and selective coding methods. Research categories were identified using grounded theory analysis and qualitative data analysis was performed using Maxqda software. The research findings show that the strategies proposed for implementing digital transformation in Iranian non-state commercial banks, including customer-centric, operational, innovation and growth, leadership and culture, technology-centric, adaptive and risk, ecosystem and network, and finance and investment strategies, each play a vital role in the success of this process. Successful implementation of digital transformation in Iranian non-state commercial banks requires a comprehensive and multifaceted approach that considers each of these strategies as a basis for effective actions.

کلیدواژه‌ها [English]

  • Digital Transformation
  • Strategy
  • Grounded Theory
  • Bank
  • Digital Ecosystem

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  • تاریخ دریافت: 30 آذر 1403
  • تاریخ بازنگری: 30 دی 1403
  • تاریخ پذیرش: 13 بهمن 1403

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