Presenting the Digital Governance Model in Iran's Banking Industry (Case Study: Tosee Taavon Bank)
Subject Areas : marketing
Alireza Farhadi Koutenaei
1
(PhD Candidate, Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran.)
Shaysteh Varedi
2
(Assistant professor, Department of Economics, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran.)
Asadollah Mehrara
3
(Assistant Professor, Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran.)
Hamid Azadi Reikandeh
4
(Assistant Professor, Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran.)
Keywords: Banking, Thematic analysis, Digital transformation, Strategic governance.,
Abstract :
This study aims to present the digital governance model in Iran's banking industry with an emphasis on private banks. The study research is applied in terms of purpose, exploratory in terms of data collection method, and qualitative and quantitative (mixed) in terms of data nature. The data collection and analysis method was used in the qualitative part, interview type, and theme analysis method were used for analysis, and in the quantitative part, it was a questionnaire and structural equation modeling with the partial least squares (PLS) approach. The current research community was formed by experts and experts related to the research topic in Tosee Taavon Bank branches as well as marketing professors in the university. In this research and the qualitative section, the opinions of 28 experts were used using the snowball sampling method. Also, in the statistical part of the research, based on the available sampling method and Cochran's formula, the opinions of 225 experts related to the research topic were used. The data analysis process was carried out in two stages, which include identifying the dimensions and components of the system through interviews and theme analysis; Validation of the research model is through a questionnaire and structural equation modeling method with partial least squares (PLS) approach. The results showed that the digital governance model in Iran's banking industry in private banks has three legal requirements (laws and key policies); it is the infrastructure of digital transformation and strategic governance.