Design and test banking services marketing model based on systematic Grounded theory method in Bank Saderat Iran

The purpose of this study is to "design and test the marketing model of banking services based on the data method of the systematic foundation in Bank Saderat Iran, which relies on a new paradigmatic model of banking services based on preferences affecting customers. In this research, the exploratory mixed method has been used. First, with the help of the systematic data quality method, the quality model of banking services has been extracted, then the method and structural equations, the model has been tested. In the banking services of Bank Saderat field, twenty-two components were obtained: improving the structure of the bank in terms of banking services, more presence and stabilization in the market, internal marketing realization, marketing strategies style, service method, management structure, management Human resources, market orientation (customer orientation and competitiveness), value creation for the customer, customer and community relations, branding and branding, physical facilities, process improvement, customer orientation, customer information management, electronic services, staff, advertising, pricing, Product/service, distribution. In this model, the main and central category is creating value for the customer in banking. Price, distribution, advertising, and staff are causal factors. Customer orientation, processes, information management, customers, and process electronification are the underlying factors. Physical facilities, brand, branding, and bank communications are intervening factors. Improving management structures, improving marketing strategies, market orientation, human resource management, and improving service delivery are the model strategies, and finally, more established presence in the market, improving the bank structure and the internal marketing realization is the consequences of the model.