Investigating the Role and Position of Virtual Banking on Financial Performance with an Emphasis on Marketing Capabilities and Financial Technologies of Banks Admitted to the Tehran Stock Exchange

Abstract

The primary objective of this study is to examine the role and significance of virtual banking in financial performance, with an emphasis on marketing capability and Financial Technologies (FinTech), in banks listed on the Tehran Stock Exchange. In line with its purpose, the research is applied in nature and, in terms of methodology, follows a descriptive–correlational design. The statistical population includes customers, experts, and managers of the listed banks, and using Cochran’s formula, the sample size was determined to be 384 participants. Based on a review of the theoretical foundations, a conceptual model was developed and five hypotheses were formulated. Questionnaires were distributed among the managers and experts of the selected banks, and the proposed hypotheses were empirically tested. Since the data were not normally distributed, Structural Equation Modeling (SEM) was employed using PLS software (version 2). The results confirmed all five hypotheses. The statistical analysis revealed that virtual banking significantly influences marketing capability (β = 0.722), financial performance (β = 0.688), and FinTech (β = 0.732). Furthermore, marketing capability exerts a positive impact on financial performance (β = 0.628), while  FinTech strongly affect organizational performance (β = 0.741). Accordingly, the findings highlight that the adoption of virtual banking, with a focus on strengthening marketing capabilities and leveraging FinTech, can considerably enhance the financial performance of banks listed on the Tehran Stock Exchange.