Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Identifying macrotrends affecting smart virtual banking with the method of cross-effects analysis in Iran horizon of 1415

Document Type : The scientific research paper

Authors
1 Department of Industrial Management, Management and Economic Faculty, Science and Research Branch, Islamic AZAD University, Tehran, Iran.
2 Associate Professor, Department of Future Studies of Science and Technology, National Research Institute for Science Policy, Tehran, Iran.(Corresponding author)
Abstract
Objective: The changes in the field of information technology in recent years have affected the financial industry; in a way that in recent years, many financial and banking services have been provided electronically and have been very welcomed. In such a situation, if the entities active in this industry cannot expand their electronic services, they will be left behind from the competition in this field and will be withdrawn by the competitors; Therefore, it is necessary to identify the key factors affecting the banking industry, and gain a competitive advantage in the field of technology. The purpose of this research is to identify the macro trends of the virtual banking industry in Iran.

Methodology: The method of this research is mixed (quantitative and qualitative). The data of this research has been collected using interview tools, questionnaires and meta-analysis. The statistical population of this research is all banking industry experts. In the qualitative analysis (interview) section, snowball sampling was used and 30 experts participated. In the quantitative section, 100 banking experts were selected randomly to fill out the questionnaire using available sampling method. The data of the qualitative section were evaluated using the Delphi method and the data of the quantitative section were evaluated using cross-effects analysis.

Results: This research showed, in order of importance, the indicators of "use of big data, artificial intelligence, Internet of Things, advanced analytics", "transformation in payment methods", "increasing confidence in electronic commerce and payment systems", "widespread use of remote presence such as Mobile phone use", "demographic and generational changes", "enhancement of customer's digital experience and provision of personalization services" and "proportionation of investment growth in the field of security and reduction of cyber risks" are the main and key drivers of smart virtual banking in the horizon of 1415.
Keywords

Subjects


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Volume 5, Issue 3 - Serial Number 25
Summer 2024
Pages 200-219

  • Receive Date 23 May 2024
  • Revise Date 04 August 2024
  • Accept Date 16 August 2024