Customer Behavior Analysis of the Bank Industry:Grounded Theory Approach

The present paper has reviewed a comprehensive approach and qualitative research method based on Strauss and Corbin's theory (1988), to examine and present the brand assessment model through customer behavior analysis. The sample size was finalized for interviewing experts in the context of theoretical saturation, and the foundation theory data strategy, including open source, axial and selective coding, as well as the basic model of this theory was used to formulate the model of the research. The findings of the research led to identification of causative conditions, grounded conditions, interventional conditions and evaluation dimensions in customer behavior analysis based on the brand choice of the bank. Formulating valuation strategies with the approach of customer relationship process measurement, service delivery process, customer segmentation process, target selection process and placement process, a mentality image based on brand distinction and competitive advantage will be based on customer analysis and selection.