Analysis of Personal Banking Business pattern (Refah.k bank Case Study)

Abstract this study aimed to identify the business model of personal banking in the bank of Refah Kargaran. By identifying the personal business pattern and the main component in implementing these pattern based on Osterwalder and Pigneur business ontology and using descriptive-regression method and path analysis model, the result of this research represents employment of unbundling and somewhat the long tail pattern in implementing personal banking. As the results of the research show, confirmation of the use of two distinct business patterns, reflects the concentration Bank Refah Kargaran on branding, customer segmentation and service provision. Also, the rejection of the hypotheses of using the three business pattern of multi-sided platform, open, and FREE, reflects the need to review the business pattern used by the bank for the benefit of the workers to benefit from personal banking.