Implementation of Banking Services Marketing Model Based on Content Analysis Method and Grounded Theory in Bank Saderat Iran(مقاله علمی وزارت علوم)
منبع:
Journal of Money and Economy, Vol. ۱۷, No. ۴, Fall ۲۰۲۲
457-484
حوزههای تخصصی:
The purpose of this study is to plan new customer acquisition and keep customer loyalty to banks by identifying the factors that influence banking services marketing and growth and development of marketing systems. The purpose of this research is "Designing and testing a banking services marketing model based on a systematic fundamental data method in Bank Saderat Iran", which was prepared in order to provide a new paradigmatic model of banking services effective on customer preferences. This study used a mixed exploratory approach with qualitative techniques on systematic foundation data. The qualitative model of banking services was extracted and tested using survey methods and structural equations. The Foundation's data analytics division's work is a paradigmatic model in the field of banking services, consisting of 22 components. This model has undergone validation and testing on banking service customers and can be used for future research as a new model in the area of marketing mix for banking services.