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Providing a Model for Improving the E-Banking Customer Experience Using Digital Marketing Tools (Approach to Enriching the Value of Digital Banking During the Outbreak of Infectious Diseases) | ||
| International Journal of Digital Content Management | ||
| مقاله 7، دوره 4، شماره 6، فروردین 2023، صفحه 133-154 اصل مقاله (991.41 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2022.68282.1099 | ||
| نویسندگان | ||
| Mohammad Ali Ghazi Kelahroodi1؛ Farshad Faezi Razi* 2؛ Younos Vakil Alroaia3 | ||
| 1PhD Candidate, Business Management-Marketing, Semnan Branch, Islamic Azad University, Semnan, Iran | ||
| 2Associate Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran | ||
| 3Associate Prof. and Chairman, Entrepreneurship and Commercialization Research Center, Semnan Branch, Islamic Azad University, Semnan, Iran | ||
| چکیده | ||
| The purpose of this study is to provide a model for improving the e-banking customer experience using digital marketing tools. This research has been done with the approach to enriching the value of digital banking during the outbreak of infectious diseases. The paradigm of the present study is interpretive and the implementation approach is qualitative; In this regard, the case study method has been used. This research is descriptive-exploratory in terms of purpose and in terms of time, it is in the field of cross-sectional studies. The qualitative methodology of grounded theory analysis by Strauss and Corbin (2007) was used to answer the research question. This research has been done inductively and based on a survey procedure. The experts were the managers of reputable Iranian banks. Based on systematic sampling, 14 people were selected. The research tool was a semi-structured interview with questions related to the purpose of the research. Interviews were analyzed using AtlasTi version 10 software. Based on the designed model, 6 categories for causal factors (appropriate decision making, time management, digitization effects, cost management, business trends, and relationship management), 2 categories for contextual conditions (digital tools and digital economy), 2 categories for intervening conditions (individual and environmental factors), 3 categories for strategy (creativity, culture development, and digital context), 3 categories for outcomes (banking industry prosperity, customer satisfaction, and economic productivity) were identified. | ||
| کلیدواژهها | ||
| Customer Experience؛ Digital Marketing Tools؛ Electronic Banking؛ Infectious Diseases | ||
| مراجع | ||
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