Designing a Systemic Model for Promoting the Adoption of Virtual Banking in Iran's Banking Industry

Subject Areas : Finance

Monireh Akbari ¹ , Mahdi Mahmoudzadeh Vashan ² , Hossein Hakimpour ³

1 - Ph.D. Candidate in Business Management, Faculty of Management, Birjand Branch, Islamic Azad University, Birjand, Iran.
2 - Associate Professor, Department of Business Management, Faculty of Management, Birjand Branch, Islamic Azad University, Birjand, Iran.
3 - Associate Professor, Department of Business Management, Faculty of Management, Birjand Branch, Islamic Azad University, Birjand, Iran.

Received: 2022-11-17 Accepted : 2023-03-03 Published : 2023-04-01

Keywords: Iranian banking industry, Virtual banking, Grounded Theory,

Abstract :

This article was conducted with the aim of providing a model of acceptance of virtual banking in the banking industry of Iran. The method of conducting the research was based on the pluralism of the ground theory in the data, which according to conducting the research at first using library studies, identifying the constituent elements of participation after in-depth interviews with 20 professional and scientific experts, in order to extract the elements and Thematic analysis method was used to group them. The output of this stage was the identification of 111 indicators in the form of 5 main dimensions and 12 sub-dimensions. Convergent and divergent validity were used to determine the validity, and the results were at the desired level, and the results showed that in order to accept virtual banking in the banking industry of Iran, considering the current situation and the complexities of banking in Iran, a strategic plan regarding virtual banking should be prepared and compiled, which the attention of the authorities And those involved in this field are essential to the capacities of the private sector in banking activities and the expansion of banking facilities. But in order to solve the problems, pay attention to the organizational strategies that include the formulation of a strategic plan for the participation of the private sector and the use of control and evaluation tools to ensure the effectiveness of teamwork and partnership in banking, along with creating a working environment with trust and honesty among customers to improve communication. Personal and interpersonal among the participants can provide a sustainable basis for the adoption of virtual banking.

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