Designing a Qualitative Model of Barriers, Challenges, and Influencing Factors in the Implementation of Fourth-Generation Digital Banking in Iran
Keywords:
Fourth-generation banking, Fourth industrial revolution, Barriers and challenges, nfluencing factors and foundations, Grounded theory approachAbstract
The present study aims to design a qualitative model of barriers, challenges, and influencing factors in the implementation of fourth-generation digital banking in Iran. In terms of data type, this research is qualitative; in terms of purpose, it is considered a fundamental and exploratory study, seeking to develop a qualitative model of barriers, challenges, and influencing factors affecting the implementation of fourth-generation digital banking in Iran. The participants of the study consisted of officials and policymakers in the banking sector, as well as senior managers. The data collection instrument in this study was semi-structured interviews, with each interview lasting on average between 45 and 55 minutes. Maximum variation sampling was employed, and efforts were made to select participants from three groups—officials, policymakers in the banking sector, and senior managers—to ensure that different dimensions of the phenomenon were identified. Since sampling continued until theoretical saturation was achieved, the final sample size was determined at the end of the qualitative data collection process, comprising 12 participants. In this study, the grounded theory method with the Glaserian approach was used to design the model based on the challenges and foundations of implementing fourth-generation banking in Iran. In this stage, the model was developed through three phases of coding: open, axial, and selective coding. The frequency of open codes in this study was 805, which corresponded to 99 distinct open codes. In the next step, axial coding was conducted, resulting in the identification of 30 axial codes. Finally, through selective coding, the axial codes were categorized into two main groups: challenges and barriers, and foundations (influencing factors). Based on the results of the qualitative model design, the variables of fourth-generation banking risks, structural challenges, and challenges related to laws and regulations were identified as barriers and challenges. In another part of the model, which focused on identifying foundations and influencing factors, variables such as strengthening the digital ecosystem, assessing the maturity of information technology infrastructure, development and growth of investment, data-driven management based on core data, the banking industry supply chain, leveraging the algorithmic potentials of fourth-generation banking, and innovation in service delivery were identified as key foundations and influencing factors in fourth-generation banking.
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Copyright (c) 2026 Mostafa Shabanian , Hossein Jabbari, Mohammad Sayrani , Hasan Ghodrati , Mohammad Esmaili Joushghani (Author)
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