The role of Fintech in the transformation of customer orientation in the Iranian banking industry

Subject Areas : marketing

ghazaleh asvadi ¹ , hossein vazifehdust ^{2 *} , علیرضا روستا ³ , Parivash Jaafari ⁴

1 - Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Shahr-e-Qods, Iran
2 -
3 - 2- Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
4 - Department of Educational management, Science and Research Branch, Islamic Azad University, Tehran, Iran

Received: 2024-12-22 Accepted : 2025-01-12 Published : 2025-04-01

Keywords: FinTech, Customer orientation, Content Analysis,

Abstract :

This study aims to investigate the role of FinTech in the transformation of customer orientation in the Iranian banking industry. The research method of the present study is mixed and has been conducted with two types of qualitative and quantitative approaches. In the qualitative section, the statistical population includes 10 managers of Bank Mellat and university professors in the field of FinTech, who were selected using a purposive sampling method and in-depth and semi-structured interviews were conducted. The sample in the quantitative section included 225 active customers of Bank Mellat, and were selected using a stratified random sampling method. In the qualitative section, the content analysis method was used to identify the main and sub-categories. For qualitative analysis, MAXQDA software was used, and the fuzzy Delphi technique was used to identify and screen the final indicators derived from the interview and extract the model. In the quantitative part, exploratory factor analysis, Kaiser-Meier-Olkin sampling adequacy indices, and Bartlett's sphericity test with SPSS software were used to analyze the data, and confirmatory factor analysis with SmartPLS software was used to validate the conceptual model. Finally, the resulting model consists of 30 subcategories and 6 main categories (focusing on employee empathy, customer-oriented training and seminars, measuring and increasing the level of employee customer orientation, information technology solutions, innovation and continuity of new product offerings, and increasing customer experience (cx)). The results of the quantitative part indicate the appropriate validity of the conceptual model of the research.

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