Designing an Organizational Culture Model Using Artificial Intelligence Technology in Bank Melli Iran

Hamid Momeni ¹ ( )
علیرضا روستا ² ( 2- Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran )
Serajeddin  Mohebi ³ ( Department of Governmental Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran )

Submited date : 2025-03-01 Accepted date : 2025-03-06

Keywords: Organizational Culture, Artificial Intelligence Technology, Banking Industry.,

Abstract :

The aim of this research was to design an organizational culture model using artificial intelligence technology in Bank Melli Iran. This study was an applied-exploratory research conducted using a mixed-methods approach. In the qualitative phase, effective factors were identified through semi-structured interviews with 14 academic experts (selected from 18 individuals using snowball sampling) and a grounded theory approach. These factors were categorized into six main categories: causal factors, core factors, strategic factors, contextual factors, intervening factors, and consequences. The findings indicated that causal factors included (management policies, employee awareness, financial and software resources, and government support), core factors included (innovation in banking services, improved customer experience, process efficiency, and enhancement of human capabilities), strategic factors included (human resource training and development, data-driven marketing strategies, creating intercultural relationships, and implementation of artificial intelligence systems), contextual factors included (existing technologies, economic developments, laws and regulations, and socio-cultural factors), intervening factors included (resistance to change, unfamiliarity with technologies, deficiencies in the necessary infrastructure, and rapid market changes), and consequences included (increased productivity, greater customer satisfaction, strengthened competitiveness, and cultural transformation in the organization). Finally, the causal relationships between constructs were confirmed through confirmatory factor analysis. The results of this research indicate that the successful deployment of an AI-based organizational culture in Bank Melli Iran requires attention to all dimensions and effective factors identified in this model and can lead to improved performance and enhanced competitive positioning of the bank.

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