Identification of Indicators, Components, and Dimensions of Digital Transformation in Shahrvand Chain Stores of Iran

Abstract

The present study aimed to identify the indicators, components, and dimensions of digital transformation in Shahrvand chain stores of Iran. The research methodology, considering its objective, is applied, and in terms of execution, it is qualitative, employing a descriptive approach and thematic analysis. The statistical population included theoretical experts (university professors specializing in commerce) and practical experts (relevant officials of Shahrvand chain stores). Based on the principle of saturation and purposive sampling method, 20 interviewees were selected. Data collection was conducted through semi-structured interviews. Data analysis was performed using thematic analysis with Maxqda-V18 software. Findings indicated that the dimensions of digital transformation encompass digital user experience, inventory management, and digital marketing. Causal conditions include information technology infrastructure, human resources, digital marketing strategies, and after-sales services. Strategies comprise digital technologies and software, customer service improvement, and organizational culture. Contexts involve process digitalization and analysis of logistics service quality. Consequences include changes in customer behavior, impact on internal operations, alterations in organizational culture, and influence on competitiveness. Finally, model barriers consist of financial resource shortages, cultural and organizational resistance, and lack of technical skills. Additionally, results demonstrated that all relationships among model components are significant. Ultimately, considering the identified factors, the research model was presented, with results indicating internal and external validity based on the perspectives of qualitative participants and quantitative respondents.