Identification of the Dimensions and Components of a FinTech‑Based Service Delivery Model with a Customer‑Centric Approach in the Iranian Banking System
1
Department of Industrial Management, ki.C., Islamic Azad University, Kish, Iran
2
Department of Management, ST.c., Islamic Azad University, Tehran, Iran
10.22034/jnamm.2026.579719.1276
Abstract
This applied-developmental study aimed to identify the dimensions and constitutive elements of a fintech-based service delivery model, anchored in a customer-centric approach within the Iranian banking sector. Utilizing a qualitative methodological framework, data were collected through a comprehensive literature review and semi-structured interviews with purposefully selected banking executives until theoretical saturation was achieved. The collected data were processed through thematic coding and analysis using MAXQDA 2020. The findings indicate that the proposed model comprises five core dimensions: Technological Infrastructure and Capabilities (digital infrastructure, emerging financial technologies, cybersecurity and privacy, and technological integration); Customer Centricity (customer insight, customer experience, service personalization, and customer engagement); Digital Financial Services (diversity of fintech services and innovative tools, digital service quality, service accessibility, and financial service innovation); Banking Structure and Management (digital transformation strategy, organizational innovation culture, social responsibility, and banking sustainability); and the Institutional and Regulatory Environment (fintech laws and regulations, supervision and regulation, and institutional support).
Jafari Majd,M. and Malekinia,M. (2026). Identification of the Dimensions and Components of a FinTech‑Based Service Delivery Model with a Customer‑Centric Approach in the Iranian Banking System. (e244210). Journal of New Approaches in Management and Marketing, (), e244210 doi: 10.22034/jnamm.2026.579719.1276
MLA
Jafari Majd,M. , and Malekinia,M. . "Identification of the Dimensions and Components of a FinTech‑Based Service Delivery Model with a Customer‑Centric Approach in the Iranian Banking System" .e244210 , Journal of New Approaches in Management and Marketing, , , 2026, e244210. doi: 10.22034/jnamm.2026.579719.1276
HARVARD
Jafari Majd M., Malekinia M. (2026). 'Identification of the Dimensions and Components of a FinTech‑Based Service Delivery Model with a Customer‑Centric Approach in the Iranian Banking System', Journal of New Approaches in Management and Marketing, (), e244210. doi: 10.22034/jnamm.2026.579719.1276
CHICAGO
M. Jafari Majd and M. Malekinia, "Identification of the Dimensions and Components of a FinTech‑Based Service Delivery Model with a Customer‑Centric Approach in the Iranian Banking System," Journal of New Approaches in Management and Marketing, (2026): e244210, doi: 10.22034/jnamm.2026.579719.1276
VANCOUVER
Jafari Majd M., Malekinia M. Identification of the Dimensions and Components of a FinTech‑Based Service Delivery Model with a Customer‑Centric Approach in the Iranian Banking System. JNAMM, 2026; (): e244210. doi: 10.22034/jnamm.2026.579719.1276
