Presenting a model identification and prioritize for customer preferences in selecting banks and do invest based on grounded theory method and structural equation modeling (case study: Iran’s banking industry)
The banking system is a unit of economic system which its aim is absorption of any deposit and its allotment for providing financial demand of any economical activity .Terefore ,Banks holding major part of society funds,have important effect on economic system and influence societys economical transaction and relation. At first, a conceptual model was developed for customer preferences following the three stage process of grounded theory method, namely open coding, axial coding, and selective coding. This model was then tested by conducting structural equation modeling using LISREL and SmartPLS. The result of this process was Identification of 11 categories The researcher succeeded in completing 13 deep interviews with banking customers. Thus, the study focused on a large statistical population of bank customers and data were collected from 500 respondents who were selected through stratified random sampling with proportional allocation. A 37-item questionnaire designed by the researchers was used for data collection. Each item of the questionnaire had to be answered based on a likert scale. The results supported the goodness-of-fit of the model, resulting in the presentation of a comprehensive model for customer preferences and do invest in Iran’s banking industry.
Journal of Investment Knowledge, Volume:8 Issue:30, 2019
355 - 382
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