Iranian Journal of Trade Studies

Iranian Journal of Trade Studies

چابکی بازاریابی، تحول دیجیتال، صنعت بانکداری، بانک صادرات ایران

Document Type : Research Paper

Authors
1 1) Department of Business Management, NT.C., Islamic Azad University, Tehran, Iran.
2 Department of Business Management, NT.C., Islamic Azad University, Tehran, Iran.
Abstract
In the era of digital transformation, the dynamic nature of competitive environments in the banking industry has made the adoption of agile marketing approaches a strategic necessity for organizational survival and growth. This applied-developmental study aims to develop a paradigmatic model of marketing agility based on digital transformation in the banking sector, with a particular focus on Bank Saderat Iran.
Participants included both oth theoretical experts (university professors in marketing management and information technology) and practical experts (senior managers and marketing officers from Bank Saderat). They were selected through theoretical sampling until theoretical saturation was achieved, resulting in a final sample of 12 participants.
Data were collected through semi-structured interviews and analyzed using the grounded theory method with MaxQDA software. Based on the qualitative findings, a fuzzy Delphi questionnaire comprising 11 dimensions and 70 items was developed to screen and validate the identified indicators. The analysis revealed that causal conditions—namely, organizational agility, human resource agility, and modern digital approaches—shape the core phenomenon of marketing agility.
Furthermore, the core phenomenon, combined with contextual conditions (digital transformation in the banking sector) and intervening conditions (digital banking barriers), contributes to the formulation of digital marketing strategies. These strategies ultimately lead to outcomes such as improved financial performance, enhanced innovation, development of the banking industry, and improved customer experience.
Keywords

Subjects


 
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  • Receive Date 10 July 2025
  • Revise Date 02 August 2025
  • Accept Date 12 August 2025