Digital Employee Experience in Iranian Banks
Keywords:
employees, digital employee experience, bank, content analysis, factor analysisAbstract
The environment in which 21st-century humans live has undergone profound transformations. Today, the emergence of digital technologies has brought about an unprecedented transformation in workplaces, shifting the nature of work from its physical and task-based form to a digital modality. The present study was conducted with the aim of developing a model of digital employee experience in Iranian banks. Organizational success in the digital age depends on how work-related activities are transformed in digital work environments with a focus on improving employee experience. This research employed a mixed-method approach: qualitative content analysis with an inductive approach in the qualitative phase, and factor analysis in the quantitative phase. Based on the principle of theoretical saturation, 14 experts and academics in the fields of marketing science, digitalization, customer relations, and employee experience were interviewed using purposive criterion-based sampling and semi-structured interviews. The findings resulted in six overarching categories forming the model: core digital competencies, digital organizational culture, digital policies, digitalization challenges, experience-oriented employees, and banking management. Moreover, the factor analysis of the dimensions of digital employee experience and its impact on improving banking performance in the quantitative section showed a good model fit.
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Copyright (c) 2025 Abdolhamid Mosalanejad (Author); Mohammad Reza Dalvi (Corresponding author); Saeed Aghsi (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
