Presentation of Kobanking Model in the Integration of Banks and Institutions with a Marketing Approach (Case Study of Gwain Bank)

Subject Areas : Financial engineering

Hamidreza Ramezani ¹ , parviz saeedi ² , Amir Ghafourian shagerdi ³ , sayyedmohammadreza hosseini ⁴

1 - Department of Management and Accounting, Faculty of Management, Aliabad katoul Branch, Islamic Azad University, Aliabad katoul , Iran.
2 - Department of Management and Accounting, Faculty of Management, Aliabad katoul Branch, Islamic Azad University, Aliabad katoul , Iran.
3 - Department of Management and Accounting, Faculty of Management, emam reza university, mashhad, iran.
4 - Department of Economics, Faculty of Economics, Aliabad katoul Branch, Islamic Azad University, Aliabad katoul , Iran

Received: 2019-05-02 Accepted : 2019-07-08 Published : 2019-12-22

Keywords: integration, Banking co-operation, marketing approach,

Abstract :

Businesses are constantly changing, and changes are also widespread and unpredictable. So that every day we see the creation or integration of a variety of businesses based on the foundation of new models. The banking system is no exception to this, and in order to prevent failure, it has adapted itself to various existing models to stabilize its presence. Considering that in past research, the merger of banks has been investigated according to the financial approach. In this research, the researcher tried to design a model based on cooperative marketing principles when integrating between banks. The research method is qualitative. Therefore, in order to achieve the best possible variables in this field, the fundamental method of content analysis and using the ground-based theory, first, the relations between the concept and its dimensions and components are formulated. In order to achieve a conceptual model, the views of experts and banking experts were used through interviews. And collecting comments until a consensus was reached, Snowball method was used for sampling. After 37 interviews with experts, the ultimate conceptual model, which included the concept of co-operation of banks, which was dependent on six dimensions, was also based on sixteen components.

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