Designing and validating the agile digital brand model in Sepah Bank using grounded theory method (Case Study: Sepah Bank, Khorasan Razavi Province)

The present study was conducted with the aim of designing and validating the agile digital marketing model in the banking industry. For this purpose, a mixed method (qualitative-quantitative) has been used. The statistical population of the research in the qualitative part includes 13 people from the managers of Sepah Bank of Khorasan Razavi province and the faculty members of Farabi University of Tehran University, Faculty of Management, who were selected in a purposeful way, and in the quantitative phase, 400 people were selected by multi-stage cluster sampling in this study. have participated The main tools of data collection in the qualitative part were semi-structured and in-depth interviews and in the quantitative part, questionnaires. The data analysis in the qualitative part was done using grand theory method and using MaxqDA software. Then, in the quantitative part, partial least squares approach and Smart PLS software have been used. The results of qualitative data analysis have shown that the underlying categories of agile digital marketing are: digital banking management, agile digital marketing, competitive advantage, dynamic capabilities, digital service quality, digital marketing software and hardware infrastructure, digital customer orientation, organizational culture, and environmental challenges. Agile digital marketing. The results have shown that the causal conditions include the continuous need for software reforms, the development of software and hardware infrastructure strategies, the flexible infrastructure of information technology and the diversification of the portfolio of products and services. Causal conditions have an effect on background conditions and intervening conditions.