ارزیابی وضعیت موفقیت و مطلوبیت استراتژی‌های الکترونیک در صنعت بانکداری ایران

پیدایش و رشد سریع فضای مجازی و الکترونیک یکی از بزرگ‌ترین نمادهای تغییر و تحول جهانی است. تدوین و اجرای استراتژی الکترونیک باتوجه ‌به تاثیرات تحول‌آفرین فناوری‌های الکترونیک در همه جنبه‌های محیطی سازمان، به دغدغه اصلی بسیاری از سازمان‌ها تبدیل شده و بهبود عملکرد مداوم به همراه همگرایی فناوری‌های الکترونیک منبعی برای مزیت رقابتی گشته است. چالش‌هایی که سازمان‌ها برای موفقیت در تحول الکترونیک با آن مواجه هستند را می‌توان در تدوین و اجرای استراتژی‌های الکترونیک جستجو کرد؛ بنابراین، هدف این تحقیق شناسایی عوامل کلیدی موفقیت استراتژی‌های الکترونیک است. با همین دیدگاه، در این پژوهش که استخراج الگوی آن با روش آمیخته صورت گرفته است، در بخش کیفی برای گردآوری اطلاعات، با 20 نفر از خبرگان صنعت بانکداری ایران مصاحبه نیمه‌ساختاریافته انجام شد و با استفاده از تحلیل مضمون، در نهایت الگویی شامل هشت بُعد شناسایی گردید. ابعاد هشت‌گانه شامل؛ نقش حاکمیت بانک در اجرا و رفع مشکلات، تغییر مدل کسب‌وکار، سرمایه انسانی در تراز تحول الکترونیک، معماری فناوری اطلاعات و زیرساخت‌های آن، سازمان‌دهی ساختار و اصلاح فرایندها، اصلاح و طراحی محیط کسب‌وکار برای تحقق استراتژی‌های الکترونیک، بازیگران الکترونیک و نوظهور در تحقق استراتژی‌های الکترونیک، روابط بین‌المللی و روندهای جهانی در بانکداری الکترونیک می‌شود. در بخش کمی، الگوی روابط معنادار بین عوامل شناسایی شده با استفاده از روش دیتمل و ابزار پرسش‌نامه مشخص گردید. عامل نقش حاکمیت بانک در اجرا و رفع مشکلات دارای بیشترین تاثیرگذاری بر سایر عوامل و عامل سرمایه انسانی در تراز تحول الکترونیک دارای بیشترین تاثیرپذیری از سایر عوامل کلیدی موفقیت شناسایی شد.

evaluating the status of success and desirability of digital strategies in iran’s banking industry

introductionthe advent of virtual space in the last few decades is one of the main signs of a global transformation. to invest and efficiently use digital technologies, the attention of the senior managers of these organizations has increased towards the process of framing a suitable digital strategy in proportion to the general strategies of the organization. the key challenge of formulating a successful digital strategy is coordinating it with the varying needs of stakeholders in the field of digital technologies. digital strategy is a practical plan that clarifies the set of necessary actions to determine how to use digital technologies in the main business sectors to attain precise goals that will eventually create new and different value for the stakeholders as well as the transformation of the organization. the digital strategy must integrate all the organization’s plans in the field of using digital technologies by creating a digital ecosystem and thus transform the business. alterations in banking mean rethinking customer relations, innovation in value, and responding to customer needs. unfortunately, most banks have failed to move towards fundamental changes. reactions to variations in the digital age are slow, and even in some cases the banking system strongly resists fundamental changes. because it is hard to change to something you don’t know. the current research seeks to provide a roadmap for businesses and organizations that are looking for digital transformation after counting the key components of digital strategy success. likewise, considering that the atmosphere governing the banking industry is leading in the field of digital transformation compared to other industries, these factors will be investigated in the banking industry to offer more operational solutions. methodologythe current research, in terms of the type of data, is in the category of two-way (mixed) research. likewise, regarding the goal, it is placed in the category of “exploratory (formative)” researches, and in terms of function, it is placed in the category of “applied” researches. based on the definitions, the current research is a sequential exploratory design, which was first extracted and analyzed by using the evidence related to documents and reports and coding and analyzing the content of the interviews of experts and influential people in the bank. in the quantitative phase, by using dematel, which is a mixed method and only has a quantitative phase in the final phase, it has been determined the significance and priority of the effective factors. to collect information, commonly, two library (document) and field methods have been used. first, to collect information in the field of theoretical foundations and research literature, research-related sources such as theoretical literature on the key success factors of digital strategy were collected, and then data were collected through interviews. the main data in this research was collected through interviews with experts and the semi-structured interview was the basis of the researcher’s work. in the current research, firstly, to identify the key success factors of digital strategy, the thematic analysis method was used with the help of maxqda software for data analysis, and then dematel was used to determine the priority, significance, and relationships of the factors. discussion and resultsthe results of the questionnaire are depicted in the figure below, which shows the pattern of meaningful relations. this pattern is in the form of a chart where the longitudinal axis is d + r values and the transverse axis is based on d - r. the position and relationships of each factor are determined by a point with coordinates (d + r, d - r) in the system. each factor is examined from four aspects: the degree of influence of the variables: the sum of the elements of each row (d) for each factor designates the influence of that factor on other factors of the system. in the current research, the role of bank governance in applying and solving problems has the most influence. the degree of effectiveness of variables: the sum of the elements of the column (r) for each factor indicates the degree of effectiveness of that factor from other factors of the system. in the present research, human capital is in the highest rank of effectiveness in terms of digital transformation. the horizontal vector (d + r) discloses the influence of the desired factor in the system. put differently, the higher the d + r value of a factor, the more interaction that factor has with other system factors. in the current research, the role of bank governance in implementing and solving problems has the most influence. the vertical vector (d - r) shows the influence of each factor. generally, if d - r is positive, the variable is considered a cause variable, and if it is negative, it is considered an effect. in the present research, the role of bank governance in implementing and solving problems are considered to be the effect. conclusionin line with the pattern of relationships between the key success factors of the digital strategies of the banking industry of iran, the dematel technique was used and the diagram of the pattern of relations was mentioned in the previous sections. in this context, it should be stated that the factor of the bank’s governance role in implementing and solving problems was identified as the most important factor, and this factor was the most influential, and it was mentioned as one of the most important causes of creating other factors and guaranteeing the success of the digital strategies of the iranian banking industry. other factors such as information technology and its infrastructure and international relations and global trends were also identified as the causes of other factors. likewise, the factor that has the utmost effect on digital transformation and the implementation of digital strategies in banks is human capital in banks. consequently, banks and organizations in general should do proper planning for their existing and desired human capital.