Structural model for creating a human-centered banking strategy in a digital environment

Y. V. Tyan ()

Strategic decisions and risk management, 2025, vol. 16, issue 2

Abstract: In the context of digitalisation in banking and increasing customer experience requirements, the concept of human-centrism becomes particularly significant. This article proposes a structural model for a human-centered marketing strategy in the banking industry, focusing not only on customers but also on employees, partners and society at large. The study aims to develop a comprehensive approach to implementing a human-centered approach as the foundation for sustainable bank development in a digital environment. This approach involves customer and internal data analysis, emotional analysis, as well as using the B2H2H and B4H frameworks. The research identifies four key components of the model: corporate culture, extended human experience, social responsibility, and ethical digitalisation. The article presents metrics for the SDNA, BTI, EPI, and CPI indices, which enable practical assessment of strategy effectiveness. The practical significance of this model lies in its adaptability to specific organisational contexts and its development of flexible tools for managing emotions and engagement. The originality of this approach lies in its integration of emotional intelligence, digital tools, and the co-creation of both clients and employees. The article is relevant to researchers in the fields of marketing, digital transformation and human resource management in the financial sector.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:abw:journl:y:2025:id:1194

DOI: 10.17747/2618-947X-2025-2-191-197

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