Document Type : Original Article
Authors
1
PhD student, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2
Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
3
Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
4
Department of economics and Management, Mohaghegh Ardabili University, Ardabil, Iran.
10.27.66.2024.46
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.
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