The present study aims to provide a bundling model in online service industries based on digital technologies (case study: Dey Insurance). In terms of purpose, this research is applied, and in terms of implementation, it is qualitative. The statistical population of the study consisted of 20 experts and specialists who were knowledgeable about the research topic, as well as specialists in bundling in the insurance industry, who were selected through purposive sampling. The data collection tool was interviews. MAXQDA software was used to analyze the findings. The results of the data analysis showed that the bundling model in online service industries is grounded in eight key variables and dimensions. These dimensions include: “value creation and the solution-oriented logic of bundles,” “integration of the customer’s digital experience,” “technological infrastructure and data readiness,” “organizational readiness and agility,” “service mix design and selection of complementary components,” “ecosystem collaboration and environmental requirements,” “customers’ behavioral and experiential outcomes,” and “the system for measuring and monitoring bundling performance.”
The successful implementation of the bundling model in Dey Insurance requires simultaneous attention to the development of technological infrastructure, data readiness, and organizational agility. Through the intelligent design of service combinations based on ecosystem collaborations and the integration of the digital experience, customer behavioral outcomes can be improved, and through continuous monitoring, sustainable value creation and competitive advantage can be achieved.