Constellations of Trust: Where Service Innovation Meets Digital Banking's Heart

Articles in Press

Document Type : Original Article

Authors

Leila Ahangarian ¹

Zohreh Hajiha ²

¹ Department of Accounting, Ki.C., Islamic Azad University, Kish, Iran.

² Department of Accounting, ST.C., Islamic Azad University, Tehran, Iran.

10.22067/ijaaf.2026.97954.1629

Abstract

Purpose: This research aims to examine the impact of service innovations on the performance of digital banks. In this regard, factors such as service personalization, security and authentication, system stability, ease of access, and innovation in service delivery were analyzed.

Design/methodology/approach: Data were collected from 2023 to 2024 through semi-structured interviews with banking industry experts and questionnaires distributed among experts in banks listed on the Stock Exchange.

Findings: The results indicate that service personalization and information security are two crucial factors in gaining customer trust and satisfaction in the digital banking environment. Furthermore, ease of access to services and system stability are also key factors influencing the efficiency and effectiveness of digital banks.

Originality/value: The findings suggest that banks must continuously focus on service innovation, enhancing user experience, and optimizing security systems to strengthen their competitive position and maintain customer satisfaction. Ultimately, this research, which integrates a mixed approach (qualitative and quantitative) and utilizes expert analyses and statistical tests, represents an innovative effort to identify and rank the components that influence the performance of banks in the digital economy era.

Keywords

Digital Banking

Service Innovation

Information Security

Service Personalization

System Efficiency

Subjects

• Finance

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