Template-Type: ReDIF-Article 1.0
Author-Name: Aza Merza
Author-Name-First: Aza
Author-Name-Last: Merza
Author-Email: azayousif751@gmail.com
Author-Workplace-Name: PhD student, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
Author-Name: Nasereddin Seifollahi Anar
Author-Name-First: Nasereddin
Author-Name-Last: Seifollahi Anar
Author-Email: naser_seifollahi@yahoo.com
Author-Workplace-Name: Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
Author-Name: Qasem Zarei
Author-Name-First: Qasem
Author-Name-Last: Zarei
Author-Email: zareigz@gmail.com
Author-Workplace-Name: Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
Author-Name: Hossein Rahimi Kalour
Author-Name-First: Hossein
Author-Name-Last: Rahimi Kalour
Author-Email: hrk6809@gmail.com
Author-Workplace-Name: Department of economics and Management, Mohaghegh Ardabili University, Ardabil, Iran.
Title: Designing a Digital Transformation Model in Financial Services Marketing with a Data-Driven Approach: A Qualitative Study Based on Grounded Theory
Abstract: Digital transformation in the financial services industry has become a strategic imperative, as the emergence of financial technology (FinTech) firms, shifting customer expectations, and the massive volume of behavioral data have challenged traditional marketing models. However, the existing literature lacks a comprehensive model for designing digital transformation in financial services marketing from a data-driven perspective. This study adopts a qualitative approach using the grounded theory method, drawing on interviews with ten experts in digital transformation and financial services marketing, to design a digital transformation model for financial services marketing with a data-driven approach. Data were collected through semi-structured interviews and analyzed using open, axial, and selective coding. The findings indicate that the final model comprises six main components: causal conditions (contextual drivers of transformation), the core phenomenon (the data-driven digital transformation dynamic capability), contextual conditions (organizational and contextual moderators), intervening conditions (data governance and compliance), strategies (data-driven marketing processes), and consequences (customer value-creating outcomes and performance). This model can serve as a practical guide for financial services managers and a foundation for future empirical research.
Classification-JEL: JEL
Keywords: Digital transformation; financial services marketing; data-driven approach; grounded theory; dynamic capability
Journal: International Journal of Resistive Economics
Pages: 92-108
Volume: 12
Issue: 3
Year: 2024
Month: July
DOI: 10.27.66.2024.46
File-URL: https://www.oajre.ir/article_254196_e85122c11a6fee6d769509786c245c8a.pdf
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File-Function: Full text
File-URL: https://www.oajre.ir/article_254196.html
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Handle: RePEc:trd:journl:254196