Designing a model for improving the mental image, awareness and recognition of the Post Bank of Iran brand in attracting customers

Subject Areas : business management

Ahmad Shamsi ¹ , Alireza Shirvani ² , mashaallah valikhani ³

1 - Department of Public Administration, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran
2 - Department of Public Administration, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran
3 - Department of Public Administration, South Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2020-12-07 Accepted : 2020-12-21 Published : 2021-03-21

Keywords: brand awareness, Mental image, brand recognition, customer attraction, Post Bank of Iran,

Abstract :

The banking system is part of the economic system in which the collection and attraction of various deposits and its allocation to meet the financial needs of various economic activities is one of its objectives. Therefore, banks play a very important role in economic systems by having a major part of the working capital. In this research, the pattern of improving the mental image, knowledge and understanding of Post Bank of Iran brand in customer attraction, which is obtained using the grounded theory approach based on three stages of open coding and axial coding and selective coding, through structural equation modeling and software. LISREL was tested and fitted. Since the research was conducted qualitatively, all managers or senior managers in Post Bank of Iran were the research community and the sample of experts was selected non-randomly and then 20 in-depth interviews were conducted to ccategories. this process was to identify 13 main categories that formed the conceptual model of the research the paradigm model the results of the research confirmed the fit of the conceptual model and a comprehensive model was presented to design a model for improving the mental image, in attracting customers and making investments and other services.