Designing a model of antecedents and consequences of experiential marketing in Iran's banking industry :A study on the Refah Kargaran Bank

The purpose of this study is to design and validate the model of antecedents and consequences of experimental marketing in the banking industry of Iran. The statistical sample for designing the model consisted of experts in the field of customer relationship management was (n=29) and the sample size for validating the designed model using (Cochran method) included (n=384) customers of Refah Bank of Tehran province. In order to design and validate the model we used grounded theory approach and, the structural equation model in the form of partial least squares (PLS) respectively. The results of grounded theory approach was70 open codes that were classified into five categories (individual, psychological, cultural-social, marketing mix and situational factors). The causal conditions, included three categories: (brand experience, experience of using banking services and experience after using banking services), the background factors included three categories: (macroeconomic conditions, customer empowerment and banking industry characteristics), intervention factors were experimental marketing of Iran's banking industry. Also, the axial category of the marketing process was customer perception and expectations based on types of their experience: emotional, cognitive, behavioral, relational, and the experimental marketing strategy in the banking industry was "creating multiple values ​​for bank customers". The experimental marketing in Iran's banking industry may have consequences in the bank, customer and society sectors as well.