Banking Management in the Digital Age: Toward Data-Driven Decision-Making Practices

Abstract

This study focuses on the digital transformation of the banking sector and the emergence of data-driven decision-making practices. In an environment marked by accelerating digitalization and increasing availability of information, banks are being forced to reconfigure their management methods, control systems, and decision-making processes. The main objective of this research is to analyze how bank branch managers integrate data into their daily practices, identify the benefits of this evolution, and highlight the obstacles that may limit its scope. A qualitative approach was chosen to address this issue. Semi-structured interviews were conducted with branch managers and directors, then subjected to thematic analysis using NVivo software to identify discursive patterns and significant dynamics. This methodological choice makes it possible to gain a detailed understanding of the perceptions, experiences, and representations of the actors involved in digitalization, going beyond simple descriptive data to grasp the complexity of the phenomena observed.