Designing the Business Re-Engineering Model in Iranian Banking Industry with the Emphasis on Customer ‎Orientation: An Exploratory Mixed-method Research

The purpose of this paper was to design a business re-engineering model in the banking industry with an emphasis on customer-orientation. This study was an exploratory mixed method with two qualitative (Grounded Theory) and quantitative sections. The statistical population in the quantitative and qualitative sections was the elites of the banking industry of Iran with a PhD in Business Administration, and managers and experts in the banking industry, respectively. In the qualitative section, 11 elites of the banking industry were selected by the theoretical sampling method and in the quantitative section, a sample of 385 individuals was selected based on Morgan Table and using the probability sampling method. In the qualitative and quantitative parts, the semi-structured deep interview and the questionnaire were used to obtain the data. The validity and reliability of the qualitative part were confirmed by the feedback of the participants and receiving the opinions of colleagues. The validity of the questionnaire was confirmed using the convergent validity and its reliability was approved using Cronbach’s alpha. The coding method was used to obtain the research hypotheses and the structural equation modeling was used to investigate the research hypotheses. The result of the research was the achievement of a model that includes 26 variables and five important factors (providing maximum benefits to stakeholders, the speed and cheapness of services, the application of rules and standards, the observance of banking management frameworks, and the creation and improvement of banking procedures leading to the customers of the banking industry) and confirmed the positive impact of each of the five model factors on customer-oriented banking industry.