Designing a data-driven product management model with a customer journey approach in the field of capital market software products
Quarterly Journal of Securities Exchange

Quarterly Journal of Securities Exchange

Designing a data-driven product management model with a customer journey approach in the field of capital market software products

Document Type : Original Article

Authors
1 Ph.D. Student, Faculty of Accounting and Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor, Faculty of Accounting and Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
3 Assistant Professor, Faculty of Accounting and Management, South Tehran branch, Islamic Azad University, Tehran, Iran.
4 Assistant Professor, Faculty of Accounting and Management, South Tehran branch, Islamic Azad University, Tehran, Iran
Abstract
This study was conducted with the aim of providing a comprehensive model for data-driven product management in the field of capital market software products, focusing on the customer journey approach using a mixed exploratory method. In the qualitative phase, using the grounded theory, an interview was conducted with 15 capital market experts, and then the data were coded and paradigmatic components and the core category were explained with a systematic approach in Atlas.ti software. In the quantitative phase, a questionnaire was collected from 384 capital market participants and the structural equation model was tested with Amos software. Paradigm transfer in the field of technology and the expansion of the competitive space as causal conditions, the formation of advanced specializations, different lifestyles in the digital world and diverse data as background conditions, the emergence of new investment behavior as intervention conditions, the implementation of organizational infrastructure, comprehensive visualization of data use , reforming the structure and empowerment and governance of data at the macro level and regulatory laws as strategies and education of efficient organization, financial health of customers in the capital market and the success of domestic products at the level of global competition were explained as consequences.
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Subjects

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