Provide a Model in Using Modern Ethics-Based Advertising in Providing Services Effective on the Economic Growth and Development of the Bank

For banks today, the modern marketing power of an organizational brand has quickly become one of the important levers for differentiation and success. Commercial advertising is a means of communication with potential and actual customers of banks. Therefore, the purpose of this study was to provide a model in using modern ethics-based advertising in providing services effective on the economic growth and development of Bank Saderat.               

In the present study, the dimensions were identified using a qualitative method and the model was presented. The statistical population was experts and branch managers of Bank Saderat. The research sample consisted of 10 banking experts who used purposive sampling method to achieve theoretical saturation. The data collection tool was in-depth interviews. Finally, the main variables were identified by theme analysis method and using MAXQDA software.

The results showed that 54 initial codes were identified. Then, by searching and reviewing the themes, 54 primary codes are classified into 3 main categories and 16 subcategories. The category of customer loyalty with 116 assigned codes is in the first rank, social communication with 69 codes is in the second rank. Providing services with 15 codes is in the third place. The abundance of sub-criteria related to each category showed that service delivery, sub-category of ethical branding, in social communication, sub-category of ethical communication, in customer loyalty, sub-category of advertising and ethical marketing, have the highest repetition.

Looking at the identified components, we can understand the importance of paying attention to the ethical components in modern advertising that leads to the growth and development of the bank.