Presentation of a Strategic Model for Electronic Banking Services in the Agricultural Bank of Iran

Yaghoob  Khanbazi; Hamid Reza Gholamnia Roshan; Iman  Dadashi

Authors

Yaghoob Khanbazi Ph.D. Student in Accounting, Department of Accounting, Bab.C., Islamic Azad University, Babol, Iran Author https://orcid.org/0009-0001-7353-3268
Hamid Reza Gholamnia Roshan Department of Accounting, Bab.C., Islamic Azad University, Babol, Iran https://orcid.org/0000-0001-7940-9850
Iman Dadashi Assistant Professor, Department of Accounting, University of Qom, Qom, Iran Author https://orcid.org/0000-0003-4896-0097

Keywords:

Electronic banking, banking services, strategic map of banking services

Abstract

This study was conducted with the aim of presenting a strategic model for electronic banking services in the Agricultural Bank of Iran using an Interpretive Structural Modeling (ISM) approach. The data required for developing the model were collected through interviews with 16 academic experts familiar with issues related to electronic banking. In this study, Interpretive Structural Modeling (ISM) was employed for data analysis and model development. The results of the analysis indicated that the strategic factors, including market analysis and customer identification, technology development, service innovation, education and awareness, and digital marketing strategies, are located in the autonomous region. These factors exhibit very low dependence and relatively low driving power. The challenges, including lack of awareness and training, noncompliance with security and privacy issues, inadequate infrastructure, lack of regulation and regulatory frameworks, and insufficient financial resources and investment, are also located in the autonomous region. These factors similarly demonstrate very low dependence and relatively low driving power. The driving forces, including the development of emerging technologies, increased accessibility of digital tools and artificial intelligence, creation of a digital ecosystem, development of supportive laws and regulations, and establishment of strategic collaborations, are likewise situated in the autonomous region. These factors possess very low dependence and relatively low driving power. Finally, the findings showed that the future development of electronic banking services in the Agricultural Bank of Iran—including pervasive digital banking, the expansion of virtual-space-based banking, and the development of blockchain-based financial services, which are located in the dependent region and possess very low driving power but very high dependence compared with other factors—will be advanced through strategic factors and driving forces.

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