Identifying and Prioritizing the Factors Influencing the Market Share Growth of Pasargad Bank’s PAD Digital Services in Iran’s Digital Banking Industry

Introduction and Objectives: With the rapid expansion of digital banking and the shifting behavioral patterns of customers in accessing financial services, competition among banks to increase their market share in this domain has intensified. In this context, Pasargad Bank’s PAD services play a pivotal role as one of the main drivers of the bank’s digital transformation, contributing to customer acquisition and competitive positioning. The significance of these services becomes more evident when considering that diversity and innovation in financial and non-financial offerings, user experience, and data security directly affect customer trust and satisfaction. Accordingly, the primary objective of this study is to identify and prioritize the factors influencing the market share growth of Pasargad Bank’s PAD digital services in Iran’s digital banking industry, thereby providing a scientific framework to strengthen the bank’s developmental strategies.



Methods: This study is applied in purpose and descriptive–developmental in method. First, a systematic literature review of international research was conducted, resulting in the extraction of 12 key criteria, including ease of use, program security, efficiency, innovation, agility, customer trust, customer support, design and attractiveness, economic value, rewards, platform quality, and user experience. These criteria were validated through the neutrosophic Delphi technique with the participation of 12 banking and digital service experts. In the second stage, the PIPRECIA method was applied in a single-valued neutrosophic environment to prioritize the identified criteria. This approach enabled the integration of classical decision-making principles while addressing uncertainty, vagueness, and heterogeneity in expert judgments.



Findings: The results of the neutrosophic Delphi process confirmed all 12 criteria as relevant. Among them, program security, customer trust, and customer support were highlighted as the most critical factors. Specifically, program security, emphasizing the protection of personal and financial information, obtained the highest relative weight. Subsequently, the neutrosophic PIPRECIA method was employed to determine the final ranking of the criteria. Findings revealed that among the 12 criteria, program security ranked first (0.0865), followed by design and attractiveness (0.0856), and user experience (0.0852). These results underscore the significance of not only ensuring technical security but also enhancing aesthetic design, interface usability, and seamless customer interaction. Other criteria such as economic value (0.833), customer support (0.0837), and innovation (0.0829) were ranked next, demonstrating their complementary role in creating competitive differentiation. In contrast, efficiency (0.0812) and ease of use (0.0813) were placed in lower ranks, suggesting that although still relevant, they carry less weight in customers’ decision-making compared to security and user experience. Platform quality and rewards received the lowest weights, indicating their supportive rather than decisive role in market share growth. Overall, the combined results highlight that a balanced consideration of functional, technical, and experiential factors is essential for sustainable success, and reliance on a single dimension cannot guarantee competitive advantage.



Conclusion: The study concludes that program security, design and attractiveness, and user experience are the three most influential factors in expanding the market share of Pasargad Bank’s PAD digital services. This finding suggests that success in the competitive landscape of digital banking requires an integrated approach that simultaneously addresses technical aspects (e.g., security and quality) and customer experience dimensions (e.g., aesthetics and usability). From a managerial perspective, it is recommended that Pasargad Bank invest in strengthening security infrastructure, continuously enhancing user interface design, and creating a smooth and engaging customer journey. These measures can foster higher customer satisfaction, long-term loyalty, and ultimately, greater market share in digital banking services.