Proposing a Model for Assessing the Maturity Levels of Digital Transformation in the Banking Industry
Keywords:
Digital transformation, digital maturity, banking industry, digital bankingAbstract
Digital transformation, as a critical necessity, has confronted Iran's banking industry with new challenges and opportunities. This study aimed to propose a model for assessing the maturity of digital transformation in Iranian banks using a qualitative and exploratory approach. Data were collected and analyzed through semi-structured interviews with 25 banking industry experts (with postgraduate education and a minimum of 10 years of work experience) using the thematic analysis method. The interview framework was designed based on an extensive review of the literature, and sampling was conducted through a purposive (snowball) method. The final model consists of six main categories (technology and infrastructure; processes and operations; customer experience; data governance and security; digital strategy; and culture and human resources), 30 subcategories, and 139 basic themes, offering a comprehensive explanation of digital maturity. The findings revealed that culture and human resources, along with customer experience, are among the most influential dimensions, while processes and operations require further improvement. Barriers such as inadequate infrastructure and a lack of digital culture have hindered the advancement of digital banking. Recommendations include strengthening digital skill training, enhancing customer experience through an omnichannel approach, and developing a strategic roadmap. This localized model can serve as a framework for evaluating and guiding Iranian banks toward digital maturity and enhancing competitiveness in the digital era.
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Copyright (c) 2025 Anahita Safajoo, Ali Rezaeian, Jalal Haghighatmonfared, Ali Abdollahi (Author)
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