Strategic model of network communication development to attract customers in the banking industry with a jihadist approach

Subject Areas : Futurology

Hamid Salari ¹ , Seyyed Mahmood Hashemi ² , Alireza Rousta ³

1 - PhD Student in Business Management, Kish International Branch, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 - گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
3 - Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Shahr-e-Qods, Iran

Received: 2020-12-25 Accepted : 2021-03-02 Published : 2021-07-23

Keywords: Network communication, Banking Industry, jihadist approach, customer acquisition,

Abstract :

This study aims to provide a strategic model for the development of network communications to attract customers in the banking industry with a jihadist approach. This research is a fundamental research in terms of purpose. The statistical population includes all factors among those involved in the banking system, including managers and experts in the field of banking system, which was selected through cluster random sampling method and 384 people according to Morgan table. Data were analyzed using Smartpls2 software by applying appropriate statistical tests according to the research hypotheses. And the findings showed that jihadi management is effective in network communication to attract customers in the banking industry. It is suggested that managers be hired based on expertise, merit, commitment, background and interest. Also, bank managers should use the leadership of employees to increase efficiency and effectiveness in the management of banks. Also, by holding training classes, educational booklets and related investments in this field, it raised the level of their jihadist approach and as a result, increased the attraction of customers at the branch level.