Document Type : Original Article (Qualitative)
Authors
1
Department of Information Technology Management, KI.C., Islamic Azad University, Kish,Iran
2
Department of Bussiness Management,Lam.C., Islamic Azad University,Lamerd,Iran
3
Department of Management, Shi.C., Islamic Azad University, Shiraz, Iran
4
Department of Business Management, ShQ.C.,Islamic Azad University, Shahr-e Qods, Iran.
5
Department of Business Management, ST.C., Islamic Azad University, Tehran, Iran
10.22034/jnamm.2026.587489.1318
Abstract
The aim of the present study is to develop a model for digital banking service development with a focus on information technology. In terms of purpose, this research is applied, and in terms of implementation, it is qualitative and exploratory. The statistical population of this study consisted of 16 experts, including academic specialists and senior bank managers. The sampling method used in this research was purposive sampling, which continued until theoretical saturation was reached. The data collection tool was a semi-structured interview. Data analysis was conducted using thematic analysis, including open and axial coding, with MAXQDA 2020 software. The findings led to the identification of nine key organizing themes: digital strategy, information technology and infrastructure, data management and decision intelligence, technology-oriented security, risk, and compliance, user experience and digital engagement, digital product development and innovation, digital organizational structure and culture, transformation management, and environment and competition. Ultimately, the proposed model provides an operational framework for guiding banks toward the design and development of effective, sustainable, and competitive services, which can contribute to both efficiency and innovation while strengthening their role in the digital financial ecosystem.
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