نوع مقاله : مقاله پژوهشی
نویسندگان
گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه گیلان، گیلان، ایران.
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
Purpose: Nowadays, in the banking industry, with the emergence of digital platforms and dynamic changes, competitive conditions have become widespread. Banks, as one of the most important pillars of the financial industry, are exposed to these ecosystem changes and, if neglected, may see their role weakened or eliminated in the digital ecosystem. Therefore, the present study aims to identify and rank the factors affecting the digital banking ecosystem.
Methodology: The present research is applied in its objective and descriptive survey in its data collection. Using the Best-Worst Multi-Criteria Decision-Making (BWM) method, the factors affecting the digital banking ecosystem were identified and ranked. To identify the factors, a library-based method was utilized. Additionally, a field study was conducted to distribute questionnaires to professionals in Lorestan Province's banking industry to validate and prioritize these indicators. The Excel software was also used for data analysis.
Findings: The results indicate that the digital banking ecosystem consists of four main criteria (key and core activities of digital banking, enablers in digital banking, digital banking infrastructure, and digital banking tools, services, and products) and 16 sub-criteria. Among these, the digital banking infrastructure was identified as the most important factor, while digital banking tools, services, and products were recognized as the least important.
Originality/Value: This framework enables banks to optimally allocate resources and focus on key priorities to improve infrastructure, develop digital services and products, and enhance collaboration and participation within this ecosystem.
کلیدواژهها English
