Identify the dimensions of the business system in the re-engineering model in the public banking industry with emphasis on customer orientation

The purpose of this study is to identify the dimensions of the business system in the re-engineering model in the public banking industry with emphasis on customer orientation. The present study was qualitative and used grounded theory. Therefore, the research method is fundamental in terms of purpose. The population studied in this study includes bank managers and experts working in different sectors of the banking industry in Tehran. Sampling is unlikely and will continue until theoretical saturation is reached, based on which 11 people were interviewed. To analyze the data, data coding (open, axial, selective) was used, which includes taking notes during coding, the relationship of categories with each other, and finally the final formulation of the theory. The results showed that the five dimensions or factors of providing the maximum benefits to the banking industry stakeholders, speed and cheapness of services, application of rules and standards, observance of banking management frameworks and creation and improvement of methods leading to banking industry customers can re-engineer the entire business Iranian banking should be effective by emphasizing customer orientation.