New Customer Oriented Banking: Approaches, Challenges and Patterns

As an industry operating in the money market, banks and banking have gone through a paradigm shift due to the digitalization of business. Thus, the industry has to pay attention to potential and actual customers for sustainability in the age of the digital economy. This has led it to be considered as one of the knowledge and professional topics in studies.In this study, the researcher focused on the issue of new customer-oriented banking. Accordingly, he concentrated on approaches and challenges aimed at identifying components effective on the banks' customer orientation such as their confusion using the in-depth interview approach. Ultimately, an appropriate model was presented as the outcome.Based on summarizing the research results, out of the total identified factors resulting from axial coding, a limited number of factors like the competitiveness of banks had a significant impact in this regard. Hence, banks may need to pay attention to such factors and invest in them to strengthen the durability of their activity, profitability, and value-creation. Moreover, reducing the customer’s confusion was found to be an effective factor in competitiveness.