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Implementation of Banking Services Marketing Model Based on Content Analysis Method and Grounded Theory in Bank Saderat Iran

Author

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  • Garmsiri, Mohsen

    (Department of Business Management, Islamic Azad University, Ahvaz Branch, Ahvaz, Iran)

  • Kangarani Farahani, Ali

    (Department of Business Management, Islamic Azad University, Ahvaz Branch, Ahvaz, Iran)

  • Amirnezhad, Ghanbar

    (Department of Business Management, Islamic Azad University, Ahvaz Branch, Ahvaz, Iran)

Abstract

The purpose of this study is to plan new customer acquisition and keep customer loyalty to banks by identifying the factors that influence banking services marketing and growth and development of marketing systems. The purpose of this research is "Designing and testing a banking services marketing model based on a systematic fundamental

Suggested Citation

  • Garmsiri, Mohsen & Kangarani Farahani, Ali & Amirnezhad, Ghanbar, 2022. "Implementation of Banking Services Marketing Model Based on Content Analysis Method and Grounded Theory in Bank Saderat Iran," Journal of Money and Economy, Monetary and Banking Research Institute, Central Bank of the Islamic Republic of Iran, vol. 17(4), pages 457-484, December.
    • Handle: RePEc:mbr:jmonec:v:17:y:2022:i:4:p:457-484
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