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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 | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 11 دی 1401 | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2022.68282.1099 | ||
| نویسندگان | ||
Mohammad Ali Ghazi Kelahroodi1؛ Farshad Faezi Razi   2؛ Younos Vakil Alroaia 3
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| 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 | ||
| Purpose: 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. Method: 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 studied 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 in AtlasTi version 10 software. Findings: 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 building, and digital context), 3 categories for outcomes (banking industry prosperity, customer satisfaction, and economic productivity) were identified. Conclusion: The proposed model has the effect of increasing the profitability of banks and institutions by improving the customer experience in e-banking, increasing the value of e-banking, and eliminating traditional and face-to-face banking during the outbreak of diseases. | ||
| کلیدواژهها | ||
| Customer Experience؛ Electronic Banking؛ Digital Marketing Tools؛ Infectious Diseases | ||
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آمار تعداد مشاهده مقاله: 14 |
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