Generating a Model of Bank Identity

Main goal of this research is generating a model for Bank Mellat corporate identity. Mixed method is used in this research. In qualitative part, is used grounded theory and interview and participate participation observation was main data collection method. Conceptual model indicate main identity of bank is Superiority that originate from bank heritage. This identity cause to bank move toward Excellence in different banking aspect as strategy. Also, contextual and intervening factor is influencing on strategy. Finally, bank identity is visible in touch point with customer. In quantitative part, structural equation modeling and Lisrel software is used to test Bank Mellat corporate identity. Results indicate model is fit with data but intervening factor have negative effect on strategy in Bank Mellat corporate identity model.