The Model of Innovative Social Banking Based on Digital Transformation in Iran's Banking Industry

پژوهش نامه مدیریت تحول

Article 4, Volume 14, Autumn & Winter 2023, February 2023, Pages 121-149   

Document Type: Original Article

DOI: 10.22067/tmj.2023.79121.1358

Authors

Ali Mahmoodi¹; Abbas Khamseh^{* 2}; Mehrdad Hosseini Shakib³

¹PhD Student in Technology Management, Department of Management, Roudhen Branch, Islamic Azad University, Roudhen, Iran.

²Associate Prof. Department of Industrial Management, Karaj Branch, Islamic Azad University, Karaj, Iran.

³Assistant Prof, Department of Industrial Management, Karaj Branch, Islamic Azad University, Karaj, Iran.

Abstract

 
1- INTRODUCTION
In recent years, the development of information and communication technology infrastructures, has equipped banks with online information and communication resources and led them from traditional space to a banking platform based on centralized and multi-branch infrastructures. Relying on promotion of technology and data orientation, social banking has provided a new space to the country's banking industry. Adopting a digital transformation approach, the current research is to identify factors affecting the innovation process of social banking.
 
2- THEORETICAL FRAMEWORK
According to research institutes, digital innovations in the banking industry have created various opportunities and threats for banks. These institutions introduce digital transformation as a double-edged sword, one side of which will increase the bank's profitability by creating a competitive advantage and reducing costs. On the other hand, with the empowerment of competitors and the pressure to reduce the profit margin and increase some operational risks, it may lead to a decrease in profitability. In the path of digital transformation and implementation plans, it is necessary to be realistic and then proceed to develop a strategy and carry out the necessary activities. One of the major challenges of digital transformation is that we cannot reach the highest level of digital maturity at once and should go through a series of intermediate steps. In the field of fintech digital transformation, open banking and mobile technology are of great importance and are considered as the main drivers of the development and realization of digital transformation.
 
3- METHODOLOGY
In this research, fuzzy Delphi method has identified and prioritized the factors affecting innovation process in social banking with an approach to digital transformation. This was accomplished based on 377 questionnaires. To analyze the data and to check the research model fitness, structural equation modeling was conducted in Amos software. The opinion of industry experts confirmed the validity of the questionnaire, and its reliability was confirmed by Cronbach's alpha coefficients of greater than 0.7.
4- RESULTS & DISCUSSION
The results showed that 36 out of 43 indicators affect the innovation process of social banking in the form of six distinct factors. Based on obtained results with a digital transformation approach, the key affecting factors were as follows respectively (in terms of their effect size): digital transformation infrastructure, laws and policies, innovative approach, banking industry structure, security, and social factors.
5- CONCLUSIONS & SUGGESTIONS
Digital transformation infrastructure: Developing countries such as Iran must take the necessary local measures to implement the appropriate technical infrastructure for electronic commerce. For the successful implementation of digital transformation, banks need strong infrastructures to support data.
Laws and policies: Regarding digital transformations, legislators and upper bodies can implement and facilitate the process of digital transformation by formulating laws in the field of entrepreneurship.
Innovative approach: The digital economy creates unique opportunities for entrepreneurs who have an innovative approach to the environment and new entrepreneurial activities.
Banking industry structure: Customers prefer personalized services. Banks, to be successful, should switch to platforms that can offer a variety of capabilities to a larger ecosystem of specialized providers.
Security: Electronic banking, like any other Internet-based service, is one of the favorite fields for cybercriminals. Maintaining information security is one of the important topics of electronic commerce and banking.
Social factors: Digital banking allows customers to take advantage of IT benefits when using their banking processes that increase their intention to use online banking.
Based on research results, the following practical suggestions are presented to the banking industry managers and practitioners:

Government institutions and legislators are suggested to formulate and implement new laws and regulations for the effective use of technology in this industry.
Banks should identify and exploit the opportunities existing in the environment by creating a strong expert group.
Banks should utilize powerful support systems to protect information and customers.
Banks should change their organizational structure for deploying new technology.
Banks should empower their employees by exploiting up-to-date knowledge based on information technology.
Managers should digitize the banks' environment and climate to internalize digital procedures in employees' habits and behaviors.

Keywords

Innovation; Social Banking; Process; Digital Transformation; Structural equation Modeling

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