Designing a neural marketing model with a consumer behavior approach in the banking industry

Subject Areas : Jounal of Marketing Management

Maryam Khezri ¹ , yazdan shirmohammadi ² , Mirarab Beigi Alireza ³

1 - Department of Business Management, Roudhen Branch, Islamic Azad University, Roudhen, Iran
2 - Associate Professor, Department of Business Administration, Payame Noor University, Tehran, Iran
3 - Assistant Professor, Department of Marketing Management, Roodehen Branch, Islamic Azad University, Roodehen, Iran

Received: 2023-10-26 Accepted : 2024-02-12 Published : 2024-07-02

Keywords: Neuromarketing, consumer behavior, banking industry.,

Abstract :

Purpose By combining psychology and marketing, researchers invented a new method called neuromarketing, in which indirect and sustainable influence on the customer's mind is emphasized. The aim of the current research is to design a suitable neuromarketing model with a consumer behavior approach in the banking industry. Method: The current research is practical in terms of the nature of the research; The manner and method of research, qualitative; research approach, inductive; The ruling paradigm of research is interpretive; The research strategy, foundational data theory and source of data collection include the study of theoretical foundations and interviews. The statistical population of the research consists of 2 groups, managers of public and private banks, academic faculty professors in the field of management and marketing of public and independent universities, who, using the non-probability purposeful snowball sampling method, the opinions of 20 of them during semi-structured interviews until reaching The theoretical saturation limit was collected. Acceptability, transferability and verifiability were used to estimate validity and internal consistency method (Cronbach's alpha coefficient = 0.91) was used to measure reliability. The method of data analysis was done by performing three stages of coding including open, central and selective coding. Findings: The research findings showed that 245 final codes were extracted from the open coding stage. In the central coding stage, there are 6 sub-categories and 62 codes in causal conditions, 5 sub-categories and 41 codes in contextual conditions; Intervening factors number of 6 subcategories and 35 codes; Strategies, 9 subcategories and 58 codes, and outcomes, 10 subcategories and 63 codes were identified. Conclusion: In this research, the neuromarketing model has been designed with the approach of consumer behavior in the banking industry, which is expected to be used by bank managers.