Designing amodel for measuring the factors affecting small and medium satisfaction of digital banking services with afuture research approach
Subject Areas : Futurologyhadi ghadimi 1 , Hossein Vazifehdoost 2
1 - Business Management - Marketing, Ph.D. student, Islamic Azad University, Qeshm, Iran
2 - Professor of Management Department, Research Science Unit, Islamic Azad University
Keywords: Customer satisfaction, digital banking, small and medium enterprises, future research,
Abstract :
Small and medium companies have always been considered by banks as their legal clients in terms of innovation, job creation and business creation, more flexibility than larger companies and their special role in the country's economic development. The bank's strong and continuous relationship with the digital banking approach, which is based on a customer - centric approach, leads to the identification of the real needs of these businesses with the design of a new model and consulting. Looking to the future and careful planning, digital banking seeks to increase the satisfaction of its customers, and they place small and medium-sized companies in the category of their development legal customers, and the examination of various aspects of the satisfaction of the mentioned companies will make bank managers make a logical and supportive final decision for them and create a suitable competitive advantage for themselves. has been taken advantage of. The research community was banking experts and managers of (SME’s). Finally, the factors affecting the satisfaction of (SME’s)from digital banking were extracted in the form of 12 main codes (themes), 29 sub-codes and 122 concepts. The findings showed that the existence of an operational digital banking system (sustainability of digital banking development, planning in line with market requirements) (considering customer expectations, etc.) are the things that have an impact on the satisfaction of (SME’s) with digital banking, and the final model was also extracted.
