Evaluate Strategic Criteria of Digital Banking Implementation Using Integration of Interpretive Structural Modeling and Fuzzy DEMATEL Approaches

Subject Areas : business management

davod khosroanjom ¹ , behzad keshanchi ² , amir pourgholi ³ , shovaneh abdoullahi ⁴

1 - Department of Industrial Management, College of Management & Economic, Tarbiat Modares University, Tehran, Iran.
2 - Department of Banking Management, College of Economic Sciences, School of Banking Sciences, Tehran, Iran.
3 - Department of Accounting, College of Economic & Accounting, Tehran Markaz Branch, Islamic azad university Tehran, Iran.
4 - Department of Public Management, College of Management, Mahabad Branch, Islamic azad university Mahabad, Iran.

Received: 2020-01-26 Accepted : 2020-04-08 Published : 2020-06-21

Keywords: Fuzzy DEMATEL, Interpretive Structural Modeling, Digital Banking, Business Process Strategy,

Abstract :

Digital banking and identifying the requirements to move from the current situation to the desired situation require a set of business changes in the areas of activities, processes, capabilities and business models. Digital strategy is a way for banks to be able to adapt to digital transformation and ensure their survival from the opportunities of technology development. Reconstruction of the banking system through the use of new technology-based strategies and migration to digital banking is one of the main concerns of the banking industry. Therefore, in this study, strategic criteria of digital banking implementation were analyzed through separate questionnaires and opinion polls from 10 banking industry experts. The purpose of this study is to use soft operation research approaches, namely, Interpretive Structural Modeling, to structure the relationships between the strategic indicators of digital banking implementation and the application of Fuzzy DEMATEL to identify the strengths and weaknesses of the criteria. The results showed that the “Business Process Strategy” criterion is the basis for the implementation of digital banking and the “Content Strategy” criterion had the highest interaction and dependency with other criteria.