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<p>The purpose of this study is to provide a model for digital banking (DB) challenges in the context of the marketing ecosystem. The data of this study were obtained through semi-structured interviews with banking and digital marketing experts. The interviews continued until the theoretical saturation was reached, which was a total of 20 interviews. Data were analyzed using thematic analysis method and MAXQDA software. Based on the research results, 7 dimensions in the field of marketplace, 8 dimensions in the socio-economic field, 5 dimensions in the field of environment, 5 dimensions in the field of technology and 5 dimensions in the field of geopolitics were identified. The results of this study can be used for planners and policymakers in the field of banking and in the planning and development of DB and help the development of DB along with attention to market and customer factors.</p>

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Digital banking challenges based on marketing ecosystem

  • 期刊论文

  • 发表日期：

    2025年5月19日

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  • Ghasem Zarei,
  • Vahideh Ebrahimi Kharajou

摘要

The purpose of this study is to provide a model for digital banking (DB) challenges in the context of the marketing ecosystem. The data of this study were obtained through semi-structured interviews with banking and digital marketing experts. The interviews continued until the theoretical saturation was reached, which was a total of 20 interviews. Data were analyzed using thematic analysis method and MAXQDA software. Based on the research results, 7 dimensions in the field of marketplace, 8 dimensions in the socio-economic field, 5 dimensions in the field of environment, 5 dimensions in the field of technology and 5 dimensions in the field of geopolitics were identified. The results of this study can be used for planners and policymakers in the field of banking and in the planning and development of DB and help the development of DB along with attention to market and customer factors.