Designing a dynamic corporate banking model and using it in social marketing based on new banking technologies

Subject Areas : Marketing

Mojtaba Bayat ¹ , Ahmad Sardari ² , Naser Azad ³ , Abdolah Naami ⁴

1 - PhD Student - Islamic Azad University, South Tehran Branch. ،Tehran. IRAN
2 - Business Administration, Shahed University, Tehran, Iran
3 - Business Administration, Islamic Azad University; Tehran South Branch, Tehran, IRAN
4 - Business Administration, Islamic Azad University; Tehran South Branch, Tehran, IRAN

Received: 2022-03-03 Accepted : 2022-06-13 Published : 2022-11-22

Keywords: dynamic, Corporate Banking, Social marketing, banking Fintech, Model,

Abstract :

Nowadays, in the banking industry, paying attention to the needs of customers in different sectors is one of the strategies of international banks such as Marilynch, Citigroup and HSBS. the Bank will absorb more resources. Due to the similarity of banking services and the rate of facilities and interest on Bank deposits for Bank customers, customer loyalty, especially corporate customers, requires attention to social marketing along with corporate banking.In this study, according to previous researches that existed in Science Direct database from the beginning of 2021, using the Meta-Synthesis of Qualitative research, which was a combination of previous research and expert's interview in the field of corporate banking and social marketing, to qualitatively explain the dynamic corporate Banking model, was based on new Banking technologies & social marketing was also considered. Finally, the model was designed in four dimensions and fifteen components, which are technological factors, corporate social responsibility factors, factors beyond the bank's control, and finally New banking practices were important. Due to the dynamics of the model, banks should have fifteen components including financial technology, financial technology lending, crowdfunding, cultural factors, political factors, social factors, economic factors, green marketing, disclosure of financial content in accordance with legislation, Justice in the payment of banking facilities to companies, attention to shadow banking, offshore banking, open banking, digital banking and decentralized banking according to the internal structure and internal strengths and weaknesses, as well as opportunities and environmental threats under consideration redesign and use this Model.