Providing a Model for Improving the E-Banking Customer Experience Using Digital Marketing Tools (Approach to Enriching the Value of Digital Banking During the Outbreak of Infectious Diseases)
سال انتشار: 1402
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 197
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شناسه ملی سند علمی:
JR_DCM-4-6_006
تاریخ نمایه سازی: 19 دی 1401
چکیده مقاله:
The purpose of this study is to provide a model for improving the e-banking customer experience using digital marketing tools. This research has been done with the approach to enriching the value of digital banking during the outbreak of infectious diseases. The paradigm of the present study is interpretive and the implementation approach is qualitative; In this regard, the case study method has been used. This research is descriptive-exploratory in terms of purpose and in terms of time, it is in the field of cross-sectional studies. The qualitative methodology of grounded theory analysis by Strauss and Corbin (۲۰۰۷) was used to answer the research question. This research has been done inductively and based on a survey procedure. The experts were the managers of reputable Iranian banks. Based on systematic sampling, ۱۴ people were selected. The research tool was a semi-structured interview with questions related to the purpose of the research. Interviews were analyzed using AtlasTi version ۱۰ software. Based on the designed model, ۶ categories for causal factors (appropriate decision making, time management, digitization effects, cost management, business trends, and relationship management), ۲ categories for contextual conditions (digital tools and digital economy), ۲ categories for intervening conditions (individual and environmental factors), ۳ categories for strategy (creativity, culture development, and digital context), ۳ categories for outcomes (banking industry prosperity, customer satisfaction, and economic productivity) were identified.
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نویسندگان
Mohammad Ali Ghazi Kelahroodi
PhD Candidate, Business Management-Marketing, Semnan Branch, Islamic Azad University, Semnan, Iran
Farshad Faezi Razi
Associate Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
Younos Vakil Alroaia
Associate Prof. and Chairman, Entrepreneurship and Commercialization Research Center, Semnan Branch, Islamic Azad University, Semnan, Iran
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