Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Presenting a Multi-Sided Digital Platform Business Model in the Iranian Banking Industry Using the Repertory Grid Technique

Document Type : Excerpt from doctoral thesis

Authors
Mohammad Rezaei 1
Abdullah Naami 2
Hamed Asl Roosta 3
Alireza Bakhshizadeh 4
1 PhD Student in Business Management, Faculty of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran.
2 Associated Prof., Faculty of Management, Islamic Azad University, South Tehran Branch, Tehran.
3 Assistant Prof., Faculty of Management, Islamic Azad University, South Tehran Branch, .Tehran, Iran
4 Assistant Prof., Faculty of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran.
JABM.3.2.15564.356356.3257
Abstract
Objective: Today, many companies have become technology giants with simple, linear business models with the help of platforms. But it would be very naive to think that implementing such business models in the banking industry is easy. For this reason, the business of multi-sided digital platforms in the banking industry requires new theorizing, and understanding what factors affect their successful implementation can provide valuable insights for analyzing, designing, and better implementing multi-sided platform-based businesses in this competitive industry.
Methodology: In this developmental research, using the Repertory Grid Technique and content analysis, the factors influencing the implementation of platform business models were extracted through purposive sampling and interviews with 12 scientific and executive experts.
Findings: Finally, the output from the interviews resulted in the creation of 216 initial personal constructs. The analysis of these constructs created a collective network consisting of 8 elements.
Conclusion: In the studied system, 16 secondary structures affecting the implementation of a banking platform were outlined in the form of 4 categories of factors related to marketing (new generation customer experience management, marketing mix and demand conditions, brand management and integrated marketing), structural factors (digital infrastructure engineering and technical capability, organizational factors, having a strategic approach to technology and data governance, open banking and synergy), environmental and process factors (process factors, economic and investment factors, coordination with other ecosystem players, competitive environment in the banking platform industry, application of new technology and artificial intelligence, transparent policymaking and the role of regulation in banking platforms), and user-related factors (ease of use and user-driven, privacy and data security against cyber threats, digital literacy). By giving meaning to the platform business model in the banking industry in the country, this study has helped banking activists in the two areas of policymaking and implementation of banking platforms, and can be a starting point for studying various aspects of banking platforms in the country.
Keywords
Banking Industry
Business Model
Multi-Sided Digital Platforms
Repertory Grid Technique

Subjects

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Journal of Intelligent Marketing Management
Volume 6, Issue 4 - Serial Number 30
Winter 2026
Pages 278-294

  • Receive Date 29 May 2025
  • Revise Date 30 June 2025
  • Accept Date 09 July 2025