Kurdish Studies

ISSN: 2051-4883 | e-ISSN: 2051-4891

Presenting A Paradigmatic Model of Electronic Customer Loyalty in the Banking Industry

Hamidreza Hematabadi
Ph.D. student in business management, Faculty of Management, Islamic Azad University of Birjand, Iran
Hossein Hakimpour
Assistant Professor, Faculty of Management, Islamic Azad University of Birjand, Iran
Mahdi Mahmoodzadeh Vashan
Assistant Professor, Faculty of Management, Islamic Azad University of Birjand, Iran
Hamid Rezaeifar
Assistant Professor, Faculty of Management, Islamic Azad University of Birjand, Iran
Keywords: Electronic Loyalty, Banking Industry, Grounded Theory..

Abstract

Background and purpose: Electronic banking as online banking provides online banking and financial services. The purpose of this study is to gain a deeper understanding of the electronic loyalty paradigm in the banking industry. The nature of the current research is exploratory, its purpose is applied, and the data collection method is descriptive. Research methodology: The research is of applied type and was conducted qualitatively and with grounded theory method. The data were selected from semi-structured interviews with 14 experts in the field of information technology in different banks using the purposeful sampling method, and the interviews were conducted until the theoretical saturation was gained then relevant data were collected; after that, through the three stages of open, core and selective coding, which is the method used in grounded theory research, the analysis and model of electronic loyalty building in the banking industry was extracted. Findings and results: during three stages of data coding, six conceptual categories include of online trust building, electronic service quality, added value, agility building, online relationship marketing (ORM) system and central system development were developed to compile a model of this process around the main axis of "electronic loyalty building". Based on the findings, the most important needs of this matter for the causal conditions, trust building (security, trustworthiness and error reduction), for context, agility building (fintech business and high flexibility and speed of action), for strategy, ORM system (personalization, online relationships development and responsiveness) and for consequence, development of a core system (focusing on customer-centeredness and leaving person-centeredness) were identified. Considering the importance of electronic loyalty building in the banking industry, and in order to increase productivity it is necessary to satisfy customers and retain them with the help of interactions. The findings of this research can also be used by Iran's banking industry in different types of banks, including Maskan Bank.

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Keywords

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