Digital banking business model based on electronic marketing
Subject Areas : marketing
Ali Zamani
1
,
Parviz Saeidi
2
*
,
Elahe Masoumi
3
1 - Department of Management, AK. C., Islamic Azad University, Aliabad Katoul, Iran
2 - Department of Management and Accounting, AK. C., Islamic Azad University, Aliabad Katoul, Iran
3 - Department of Management, AK. C., Islamic Azad University, Aliabad Katoul, Iran
Keywords: digital banking, banking business, electronic marketing,
Abstract :
Increasing digitization and progress in information technology fundamentally changes the business environment. Therefore, the purpose of the current research is to present a digital banking business model based on electronic marketing and validation of the model, which was implemented with a qualitative-quantitative mixed exploratory method. The goal is developmental in the qualitative part and practical in the quantitative part. In the qualitative part, after reviewing the previous studies, semi-structured interviews were conducted with banking and marketing industry experts until reaching the theoretical saturation stage in the number of 15 interviews. The statistical population of this department was selected by purposeful sampling. The interviews were coded and categorized using the Grounded Theory method, as a result of which 264 open codes, 57 central codes and 21 selective codes were obtained, and finally the conceptual model of the research was presented; Based on this, a researcher-made questionnaire based on the proposed model including 57 questions was given to 384 customers of Maskan Bank who were selected by multi-stage cluster sampling method. Data analysis was done using Amos software, with structural equation modeling technique. Based on the results, the reliability and validity of the questionnaire questions were confirmed. The findings showed that there is a significant relationship between the causal category, the bases, the central category, strategies and consequences with each other and with the components.
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