Exploring the Requirement and Background of Saderat Bank Customer Insight Analysis Formation: A Grounded Theory Study

Subject Areas : Media Management

Akram Salari ¹ , Seyed Alireza Afshani ² , Shadi Zabet ³

1 - Salari, Akram, Human science faculty, Media Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 - Afshani, Seyedd Alireza Professor of Sociology, Department of Social Sciences, Yazd University, Yazd, Iran
3 - Zabet, Shadi, Assistant Professor of Communication Sciences, Department of Human Sciences, Yazd Branch, Islamic Azad University, Yazd, Iran

Received: 2023-08-22 Accepted : 2023-10-08 Published : 2023-10-23

Keywords: Advertising, Saderat bank, participatory management, customer insight, customer orientation,

Abstract :

The aim of this research is presenting a model of Saderat bank customer insight analysis quality by using grounded theory.  Aim society is combination of marketing and public relation experts that 12 of them have chosen by using purposive and theoretical sampling. Data collecting tool is semi structured interview and data analysis has done in three stages, open, axial and selecting coding.  Findings show that to achieve Saderat bank customer insight analysis quality should provide background that cause to increase products. The background includes: 2 causal conditions (plurality of healthy/unhealthy competitive acts, lack of instrumental look necessity), 3 contextual conditions (function of social-personal component for contacts, interaction of requirement-reaction, change of customer taste), 3 intervening conditions (risks of imitative advertisement, advertising stationary, contextual success/failure of advertisement), 8 strategies (systematic using of feedback mechanisms, suitable noticing to aimed society, customer orientation, quality of advertising localization, creating empathic feeling, participatory management,  producing efficient advertising and the nature of target oriented communication), 5 consequences (positive feedbacks, customer satisfaction, attraction/nan attraction financial/ non-financial references, bank and customer goal achievements and negative feedbacks). Final results show that customer insight supports the organization feedbacks to environment opportunities and threats and aids customer-concentrated growth. According to this, customer insight analysis shows itself to understand their expectations and edit a suitable model.