Journal of value creating in Business Management

Abstract Abstract The purpose of this research is the role of blockchain technology in creating trust among customers in the marketing ecosystem. The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the current research includes the community of digital marketing specialists and experts in the field of advanced information technology, which was considered 385 people due to the large sample size using the Morgan Krejci table. This number was selected based on the sampling method of the available sample, and in this way, 385 questionnaires were distributed among the statistical population, and finally 228 perfect questionnaires capable of statistical analysis were collected. The collection tool in this research includes a researcher-made questionnaire derived from qualitative results. The reliability of the research was checked and confirmed using Cronbach's alpha criterion in SPSS software. AMOS software was used to fit the conceptual model of the research. The results of this research showed that the trust resulting from the transparency of blockchain technology is able to have significant effects on various financial and non-financial consequences for businesses that use this technology in their marketing ecosystem. Introduction In today's consumer world where more and faster production and provision of more diverse products and services has become the main paradigm of the market, this trust is damaged due to the emergence of various issues and challenges such as defects in the products and services provided, unfavorable quality of interactions between the customer and the brand due to the high volume and number of customers, and also the reduction of the overall quality of the parts used in the products in order to reduce their overall price. Even issues such as environmental pollution caused by economic activities have become another reason for high distrust among customers due to the increase in customer knowledge and information about the role of brands and businesses in creating it. In the meantime, communication and information technologies as channels of interactions between customers and brands have been able to recreate trust to a large extent through solutions such as timely information, facilitating communication between customers and brands, and clarifying production trends and processes. One of the newest and most developing of these technologies is blockchain technology (Wang et al, 2019).Blockchain technology is capable of creating a safer and more interactive environment for the purpose of exchanging and using information created in different parts of the system for all members and actors present in customer loyalty programs (Bunger, 2017). From the point of view of experts in the field of information technology, blockchain is considered as a trust-generating machine, which means the important and key role of trust-creating as one of the applications of this technology, so that its use can greatly reduce the concern about the existence of trust in exchanges and interactions. In fact, the introduction of blockchain technology is equal to the elimination of intermediaries in online interactions, which means faster and cheaper exchanges, and users will be able to interact with each other without the need for a trusted third party. In other words, blockchain technology itself is able to guarantee the accuracy and correctness of data (Tapscott, 2017).Therefore, the researcher is trying to answer the question: what is the role of blockchain technology in creating trust among customers in the marketing ecosystem? Theoretical Framework Blockchain technology A blockchain can be defined as a shared digital ledger supported by a group of nodes. Therefore, blockchain is a type of information recording and reporting system. Its difference from other systems is that the information stored on this type of system is shared among all members of a network (Huimin et al, 2019). Blockchain and trust building Blockchain can create trust in digital data; once information is written into the blockchain database, it is almost impossible to change or delete it. This feature has not existed before. Blockchain applications are built around the idea that the network is an arbiter. This type of system is a cruel and blind environment. Computer code becomes law, and the law is executed as written and interpreted by the network. Computers do not have social and behavioral biases like humans (Albayati et al, 2020). Building trust in the marketing ecosystem Trust is a complex structure that is related to relationships between people in different groups and organizations. The difference between the concept of trust as a desire, expectation, belief, confidence, attitude, feeling or a behavioral intention with trust as a mental state, confusion and misunderstanding has caused many studies on the subject of trust (Fulmer & Dirks, 2018).Wasiq et al, (2023) conducted a study titled Acceptance and Application of Blockchain Technology in Marketing: A Retrospective Review and Bibliometric Analysis. The results of these surveys show that studies on blockchain applications in marketing will reach full maturity over time. However, research streams show that the blockchain-based marketing framework is still in its infancy. Jain et al, (2022) conducted a study entitled "How Blockchain is Used in Marketing". This study examined 75 articles from Scopus international database using bibliometric and network analysis. The present study first identified the influential aspects of literature in terms of highly cited articles, keywords, authors and printed journals. Five research streams in the field of blockchain are: 1) Blockchain and e-commerce; 2) blockchain and marketing; 3) blockchain and data; 4) blockchain and data analysis; 5) Privacy and security in blockchain. In this study, 18 research questions were raised for future research. Research methodology The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the current research includes the community of digital marketing specialists and experts in the field of advanced information technology, which was considered 385 people due to the large sample size using the Morgan Krejci table. This number was selected based on the sampling method of the available sample, and in this way, 385 questionnaires were distributed among the statistical population, and finally 228 perfect questionnaires capable of statistical analysis were collected. The collection tool in this research includes a researcher-made questionnaire derived from qualitative results. Research findings SPSS software was used for data analysis, and AMOS software was used for modeling structural equations. The results of this research showed that the trust resulting from the transparency of blockchain technology is able to have significant effects on various financial and non-financial consequences for businesses that use this technology in their marketing ecosystem. Conclusion The current research was conducted with the aim of the role of blockchain technology in creating trust among customers in the marketing ecosystem. The results of this research corresponds with the results of Tan & Saraniemi (2023), Wasiq et al, (2023), Jain et al, (2022), Peres et al, (2022), Da Silva and Moro (2021), Abu-Elezz et al, (2021), Rahimi et al, (2022), Nejati Rashtabadi et al, (2021), Ghazaleh & Zabadi (2021), Rahimi & Taheri (2020), Bahmani (2020), Albayati et al, (2020), and Rahman et al, (2019). Tan & Saraniemi (2023) showed that in blockchain-based marketing systems, the audience and customers purchase tendencies are higher due to the improvement of the level of transparency in the interactions perceived among them; which provides long-term growth fields of profitability for business. According to the results of the research, the following suggestions are presented: In order to increase customers' trust in blockchain technology, it is suggested to business managers to provide data management requirements in the blockchain platform and implement traditional data management solutions if necessary. In addition, blockchain technology stores data using complex mathematical and software rules, and thus hackers and attackers will not have an easy time manipulating data. Blockchain technology provides the possibility of increasing business income. For example, it is possible to provide cryptocurrency and bitcoin mining using special equipment. Also, businesses can help increase their income by providing services such as investing through blockchain.

Abstract Abstract
The purpose of this research is to provide a model of purchase intention and experience of customer on customer behavior in virtual networks. The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes the customers of the stores of Afogh Korosh who bought from these stores in 2022 during one month (June), which was considered to be 384 people using Cochran's formula. Sampling is random, and a multi-stage cluster type. The collection tool in this research includes a questionnaire of purchase intention pattern based on customers' experience in designed virtual networks. Data analysis was done through SPSS and SMART PLS software. The effect of mindfulness and customer experience (respect for the customer, importance of time, banking operation research, customer value culture, modern technology, offering facilities, enjoyment, queuing system, environment coloring, and excellent situation) on the satisfaction, loyalty and trust of customers was proved. The results showed that the aspects of purchase intention and customer experience through effecting on customer behavior leads to better understanding of mindfulness and experimental factors among banking systems, and can increase satisfaction, loyalty and also trust among customers of Afogh Korosh store. Also, the research model has a good fit.
Extended Abstract                                          
Introduction
With the powerful development of the Internet, web and mobile applications; customers get a wide range of options to choose their desired products and services (Duarte et al, 2018). Meanwhile, one of the emerging aspects, especially in our country, in this field is the emergence of online stores (Rasuli et al, 2018). Maintaining a high level of online shopping convenience has become a strategic driving force for online retailers to promote and maintain customer loyalty (Duarte et al, 2018). Despite the many advantages of online stores that have been mentioned, the problem here is that when a customer visits and intends to buy from an online store, he is not faced with a real seller and a real store, but with an online website and virtual store that presents information about his product and invites the customer to buy these products (Rasuli et al, 2018). An online marketplace focuses on capturing the needs of specific consumers and offers various possibilities for online retailers to advertise their products or services. To maintain a presence in the market, customer needs must be precisely understood. This understanding helps the market to improve service quality, trust and customer engagement to increase customer satisfaction and encourage the desire to buy more. (Putri et al, 2023). Practitioners need to better understand the factors that improve the relationship between consumers and online retailers, and increase revenue and profits. Increasing competition in the market has forced businesses to develop a stronger relationship with their customers, which positively affects their repurchase decisions (Antwi, 2021). Therefore, the researcher is trying to answer the question: how does the presentation of the model of purchase intention and customer experience affect the behavior of customers in virtual networks?
Theoretical Framework
Intention to buy
Repurchase intention refers to the repeat purchase of a particular brand by a customer after using the same brand, or the customer's belief in continuing to buy from a particular company in the future (Bulut, 2015).
 
Customer experience
 Chen & Yang (2021) in their research define customer experience as the dominance of online customers on customer interactions and the environment of service employees, policies and sales processes, in which the higher the customer experience, the greater the increase in business performance in e-commerce. (Anifa, 2022).
Customer Satisfaction
 Mirzaee Azandariani & Arya (2022) define satisfaction as follows: Customers' reaction to evaluate the perceived difference between prior expectations or to some extent ideal performance and the actual performance of the product, which is perceived after consumption. Customer satisfaction is defined as the result of an effective evaluation of a benchmark compared to perceived performance in practice. In other words, if the perceived performance meets expectations, satisfaction has been achieved (Shahab Far, 2017).
Customer loyalty
Loyalty is a strong deep commitment created for stable and continuous repurchase of a preferred product or service in the future, while there are situational influences and competitors' marketing efforts to change the customer's use towards another product or service (Wolter et al. et al., 2017).
Customer trust
Trust refers to all the skills that customers have and all the decisions made by customers to achieve a goal (Aziziyah, 2020).
Kim & Park (2023) conducted a research on the influence of virtual influencers' attractiveness on purchase intention: a product moderated mediation model. The findings showed that the attractiveness of virtual influencers is not directly related to purchase intention. However, imitative desire and brand attachment mediated this relationship. In addition, the conditional direct effect of virtual influencers' attractiveness on purchase intention was partially supported while the indirect effects were moderated by imitative desire and brand attachment by product-endorser fit.
Tang (2023) conducted a research on empowering digital marketing with interactive virtual reality in interior design: effects on customer satisfaction and behavioral intention. The results showed that the above factors positively affect customer satisfaction with a digital platform empowered by the internal design of the IVR. It was found that the quality of information has the greatest impact among these three factors. Although many researchers have conducted in-depth research on digital marketing, existing research lacks a consumer perspective to examine the factors that most influence consumers. In addition, relatively little work has been done to determine customer perceptions of a digital marketing approach using virtual interior design and its interactive features. Therefore, a theoretical model for interactive virtual interior design features for digital marketing is proposed.
Research methodology
The current research is applicable in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the present study includes the customers of the stores of Afogh Korosh who bought from these stores in 2022 during one month (June), which was considered to be 384 people using Cochran's formula. Sampling is random, a multi-stage cluster type. The collection tool in this research includes a questionnaire of purchase intention pattern based on customers' experience in virtual networks.
Research findings
Data analysis was done through SPSS and SMART PLS software. The effect of mindfulness and customer experience (respect for the customer, importance of time, banking operation research, customer value culture, modern technology, offering facilities, enjoyment, queuing system, environment coloring and excellent location) on the satisfaction, loyalty and trust of customers was approved. The results showed that the dimensions of purchase intention and customer experience with the effect on customer behavior on better understanding of mindfulness and experimental factors among banking systems can increase satisfaction, loyalty and also trust among customers of Afogh Korosh store. Also, the research model of It has a good fit.
Conclusion
The current research has been conducted with the aim of providing a model of purchase intention and customer experience on customer behavior in virtual networks. The results of this research are aligned with the results of Kim & Park (2023), Tang (2023), Rusta et al, (2023), Kautish et al, (2023), Asgari & Naghdi (2021), Kosa & Uysal (2021), Boak (2021), Golalizadeh et al, (2023), Poursalimi & Bayat (2022), Pakrovan et al, (2022), Torkrar et al, (2022), Kazemi et al, (2021). Tang (2023) showed that the above factors positively affect customer satisfaction with a digital platform empowered by the internal design of the IVR. It was found that the quality of information has the greatest impact among these three factors. Although many researchers have conducted in-depth research on digital marketing, existing researches lack a consumer perspective to examine the factors that most influence consumers. In addition, relatively little work has been done to determine customer perceptions of a digital marketing approach using virtual interior design and its interactive features. Therefore, a theoretical model for interactive virtual interior design features for digital marketing is proposed.
According to the results of the research, the following suggestions are presented:
1- Increasing electronic services on the store's website and application in order to create more satisfaction and motivation in customers and repeat purchases.
2- Creating this mentality in customers that they will have more benefit to buy from this store; this will cause the frequency of purchases in customers and increase customer satisfaction.
3- Increasing the benefit perceived by the customer in order to their better understanding about the store's products and also creating satisfaction and loyalty in them.

Abstract Abstract The purpose of this research is to design a model for improving the behavior of Iranian handicrafts e-commerce customers with the approach of improving customer trust. According to its purpose, the research method is applicable, and mixed (qualitative-quantitative) in terms of its implementation, and descriptive-exploratory in terms of data collection in the qualitative part. The statistical population of the research in the qualitative part includes 19 Iranian experts, including university professors in the fields of marketing management, handicrafts and senior managers of companies that export handicraft products, who through non-random sampling in the form of snowballs, were selected for interviews. The statistical population in the quantitative section includes 11 Iranian university professors in the fields of marketing management, handicrafts and senior managers of companies that export handicraft products, who were selected using non-probability sampling. A semi-structured interview was used to collect information in the qualitative section. To analyze the data in the qualitative part, first, content analysis was used to code the interviews, and in the quantitative part of the research, the self-interaction matrix was used for interpretive structural modeling (ISM). In the qualitative section, 16 sub-themes and seven main themes (indices) were extracted. In the quantitative part, a four-level model was obtained, and the most effective indicator of this model is electronic communication and interaction with customers. Also, its most effective indicator at the seventh level is confidence in purchasing. Therefore, 5 other criteria also play the role of interface factors in this model. Extended Abstract Introduction Today, advances in science and technology and the development of new technologies have created new competitive conditions for production and service organizations, so that quality and customer satisfaction and trust are the most important factors in global competition. Attracting and retaining customers in an organization is a category that is affected by various factors and conditions inside and outside the organization, the importance of which varies according to the type of organization and from one organization to another (Nguyen et al, 2020). Trust is defined as the trust of one party (trustee) to another person (trusted or trusted third party) (Yeon et al, 2019). Trust plays an important role in interactions and is important for companies and for developing relationships with consumers (Astono, 2021). Trust is the consumer's belief that the transaction will be carried out according to the plan. The way customers think about trust can be one-dimensional or multi-dimensional (Papas, 2018). On the other hand, in the late 1990s, the Internet promoted the formation of e-commerce, and the development of information technology in the middle years has caused the rapid development of e-commerce in the past 20 years (Baylok, 2021). E-commerce and information technology (IT) have a positive relationship. E-commerce and information technology are measured by evaluating the value of their business; the more the company gains positive value and trust, the more buyers it attracts (Alam & Osly, 2021). Electronic commerce is a set of technologies, applications, and business processes that connect companies, consumers, and communities through electronic transactions and electronic commerce of goods, services, and information (Rafiah, 2019). Based on this, the current research is looking for an answer to this question: What is the model for improving the behavior of Iranian handicrafts e-commerce customers with the approach of improving customer trust? Theoretical Framework Customer trust There are many definitions about trust. The multiplicity of definitions of trust in the theoretical texts of the subject probably originates from two reasons; first, trust is an abstract concept and sometimes it is synonymous with concepts such as authenticity, trustworthiness, or reliability. Second, trust is a multifaceted concept that has different perceptual, sensory and behavioral dimensions (Latifi & Momenkashani, 2014).   electronic commerce E-commerce refers to a broader definition of traditional business, which, in addition to buying and selling goods and services, includes welfare services for customers, cooperation with business partners, conducting electronic learning, and conducting electronic transactions in an organization (Torban & Lonino 2020). Iranian handcraft Iran's handicrafts experts believe that handicrafts refer to a set of arts and crafts that mainly use local raw materials and carry out some of the basic production steps with the help of hands and hand tools. In each unit, the artistic taste and intellectual creativity of the manufacturer are manifested in some way, and this factor is the main distinguishing feature of such products from similar machine and factory artifacts (Kazemi, 2019). Zolfaghar Dolabi (2023) investigated the factors affecting customer loyalty and electronic trust in electronic commerce in Tehran Infrastructure Company. The results of the research in the Tehran infrastructure company showed that the quality of the user interface has a positive and significant effect on customer satisfaction and trust. The quality of information has a significant effect on customer satisfaction, but it does not affect trust. Keeping privacy and security is not important for customer satisfaction, but it is important for trust. Customer satisfaction and trust have a positive relationship with each other and mediate customer loyalty with the determinants of service quality. The results of regression analysis show that the dependent variable of e-commerce loyalty is influenced by e-customer satisfaction and e-trust. Sharifi & Mardani (2022) investigated the identification of the key success factors in e-commerce during widespread crises (the case study of DJ Kala online sales company). The findings of the research showed that besides paying attention to hardware and software factors related to information technology in e-commerce, paying attention to human factors can increase the efficiency of e-commerce even more. Research methodology The research method is applicable according to its purpose, and mixed (qualitative-quantitative) in terms of its implementation, and a qualitative part of the descriptive-exploratory type in terms of the data collection method. The statistical population of the research in the qualitative part includes 19 Iranian experts, including university professors in the fields of marketing management, handicrafts and senior managers of companies that export handicraft products, who were selected for interviews using non-random sampling in the form of snowballs. The statistical population in the quantitative section includes 11 Iranian university professors in the fields of marketing management, handicrafts and senior managers of companies that export handicraft products, who were selected using non-probability sampling. A semi-structured interview was used to collect information in the qualitative section. Research findings Analysis was used in the coding part of the content analysis; and in the quantitative part, the combined method of Dimetal and Interpretive Structural Modeling (ISM) was used. The findings from the qualitative part of the research showed that 16 sub-themes and 7 main themes (indicators) of the desired model were extracted using content analysis and interviews of 19 experts. In the quantitative part, a four-level model was obtained, and the most effective indicator of this model is electronic communication and interaction with customers. Also, its most effective indicator at the seventh level is confidence in purchasing. Therefore, 5 other criteria also play the role of interface factors in this model. Conclusion The current research has been conducted with the aim of designing a model for improving the behavior of Iranian handicrafts e-commerce customers with the approach of improving customer trust. The results of the present research are in accordance with the results of Zolfaghar Dolabi (2023), Hashempor (2023), Sharifi & Mardani (2022), Yazdi (2022), Jalali (2021), Sutia et al, (2020), Bozic & Kuppelwieser (2019), Nekooeezade & Amini (2019), Issam (2016). Zolfaghar Dolabi (2023) showed that the quality of the user interface has a positive and significant effect on customer satisfaction and trust. The quality of information has a significant effect on customer satisfaction, but it does not affect trust. Keeping privacy and security is not important for customer satisfaction, but it is important for trust. Customer satisfaction and trust have a positive relationship with each other and mediate customer loyalty with the determinants of service quality. The results of regression analysis show that the dependent variable of e-commerce loyalty is influenced by e-customer satisfaction and     e-trust. According to the results obtained from the research, it is suggested: 1- The development of Iranian handicrafts in the context of e-commerce should be considered as one of the important strategies to increase the market share of these industries, because unlike traditional retail, a craft e-commerce store can be up and running with just a few clicks. The e-commerce platform makes it easy and simple for craft business owners to create attractive and reliable sites with minimal effort. 2- Training and promoting the use of sales in the context of e-commerce by relevant organizations should be prioritized. Buyers search for the desired product in the e-commerce space for various reasons such as comparing prices, comparing brands, knowing the opinions of previous buyers, checking the amount of inventory and more. The only way to ensure potential buyers of your products is to have a persistent presence in the e-commerce space. Even if buyers are looking for the store's working hours or its address, access to the desired information through e-commerce is very important.

Abstract Abstract The purpose of the current research is to find a model to build an efficient customer club for the quantitative and qualitative development of increasing customers in the banking system. According to its purpose, the research method is a\applicable; and in terms of implementation method, it is mixed (qualitative-quantitative); and exploratory in terms of the research implementation strategy. The statistical population in the qualitative section includes 11 specialists and experts, managers, and vice-presidents of the bank, and experts in the field of management model and customer club, selected through purposeful sampling and snowball; and the statistical population in the quantitative section includes 385 people from all members of the Saderat Bank's customer club, selected using Cochran's formula as a sample and by simple random sampling. Data collection tools include semi-structured interviews and researcher-made questionnaires in the quantitative section. In the data analysis, using the theme analysis approach, MAXQDA10 software was used in the qualitative part, and SPSS and AMOS software were used in the quantitative part. The results in the qualitative part showed that 93 open codes, 52 sub-themes, and 6 main themes were identified from the interviews in the form of the dimensions of the efficient customer club building model; and the results of the quantitative part showed that the identified components have an explanatory and meaningful effect on the construction of the efficient customer club in the banking system in the direction of quantitative and qualitative development of customer increasing. Extended Abstract Introduction Customer is the most important asset and tool related to the profitability of an organization (Saprianto et al, 2021). Attention to the customer is so important that the success of an organization and structure is evaluated in customer satisfaction (Javad et al, 2021; Son et al, 2021). Customer satisfaction is an index directly related to the issue of customer loyalty, and loyalty is the most important issue in relation to profitability and business success based on the creation of perceived value for the audience (Patma et al, 2020; Jain et al, 2015). The issue of business and customers is a multifaceted structure related to many variables that involves different organizations in different dimensions (Pollak et al, 2022; Raza et al, 2022). In this context, different business organizations use specific strategies to increase income and business success in order to create maximum profit and financial and income capability (Federo & Carranza, 2016). Therefore, as it is clear in the current situation, identifying customer behavior and their interests and views is very important and necessary in commercial success and economic competition. The basic goal in this field is to apply a tool to change and identify the interests and tastes of the customer in order to gain power and make fundamental changes in this field (Solomon, 2013). A comprehensive review of the studies conducted in the field of building a banking customer club indicates that the identification of the dimensions of the comprehensive model is very effective in identifying the factors of building an efficient customer club for the quantitative and qualitative development of customer growth in the banking system; on the other hand, the novelty of the topic of building an efficient customer club, the generalization of the research done in this field, and the lack of a suitable model for building an efficient customer club prompted the researcher through acquiring sufficient knowledge in the above field and applying the knowledge and experiences of academic consultants and bank managers; to explore the dimensions of building an efficient customer club in order to identify the dimensions and indicators of a comprehensive model for building an efficient customer club, and to answer this key question for us, which is: how is the model of building an efficient customer club for the quantitative and qualitative development of increasing customers in the banking system? Literature The importance of the customer Customer and understanding its behavior are the most important assets of the organization in business success and related patterns, and companies in relation to people look for their most important program on this index and its achievement (Bryan et al, 2017); In other words, the sale of the product and the use of services and success in the competitive and economic market depend on attracting customers and maintaining the customer's trust in the desired product. Different business organizations use specific strategies to increase income and business success in order to create maximum profit and financial and income capability; therefore, as it is clear in the current situation, identifying customer behavior and their interests and views is very important and necessary in commercial success and economic competition (Federo & Carranza, 2016).   Customer satisfaction Customer satisfaction is an index directly related to the issue of customer loyalty, and loyalty is the most important issue in relation to profitability and business success based on the creation of perceived value for the audience (Patma et al, 2020; Jain et al, 2015). Customer club A customer club is a suitable infrastructure for increasing the interaction between the company and the customers. In this way, a close relationship is created by creating contact and feedback around the customers, and this relationship will exist throughout the whole period of customer communication. The types of customer clubs include two main models: 1- The easy to join open club, as the name suggests, it is open to everyone, because it has no cost and conditions. Here is the company that needs members. Most of the members use the facilities of the club. Companies can calculate the value of having an open club by considering the costs of brochures and information in order to be in contact with members (even if the customer is not a profitable customer). 2- Limited club: in this type of clubs, unlike open ones, members or customers have to pay a membership fee to become a member, and often fill out a long and complete form. In this way, few members will be really interested in membership (Vazife dost et al, 2010). Ahmadi et al, (2023) investigated the presentation of the customer loyalty measurement model based on the five senses, emphasizing the mediating role of perceived value in the insurance industry (a case study of life and investment insurance). The results showed that the five senses with the mediating role of perceived value have a positive and direct effect on customer loyalty, and the fit of the proposed model for the relationship of the variables has been confirmed. Sohaib (2022) investigated repurchase intentions in the banking industry. The results show that relationship quality positively and significantly affects repurchase intention. Switching cost has been determined as a moderator between relationship qualities and repurchase intention. The implication of this is that service industry professionals should not ignore the importance of relationship quality and switching costs, as they have a significant impact on repurchase intention. Research methodology According to its purpose, the research method is a\applicable; and in terms of implementation method, it is mixed (qualitative-quantitative); and exploratory in terms of the research implementation strategy. The statistical population in the qualitative section includes 11 professionals and experts, managers, and vice-presidents of the bank, and experts in the field of management model and customer club, selected through purposeful sampling and snowball; and the statistical population in the quantitative section includes 385 people from all members of the Saderat Bank's customer club, selected using Cochran's formula as a sample and by simple random sampling. Data collection tools include semi-structured interviews and researcher-made questionnaires in the quantitative section. Research findings In the data analysis, using the theme analysis approach, MAXQDA10 software was used in the qualitative part, and SPSS and AMOS software were used in the quantitative part. The results in the qualitative part showed that 93 open codes, 52 sub-themes, and 6 main themes were identified from the interviews in the form of the dimensions of the efficient customer club building model; and the results of the quantitative part showed that the identified components have an explanatory and meaningful effect on the construction of the efficient customer club in the banking system in the direction of quantitative and qualitative development of customer increasing. Conclusion The current research was conducted with the aim of modeling the construction of efficient customer clubs for the quantitative and qualitative development of customer growth in the banking system. The results of this research are aligned with the results of Bhatt et al., (2018), El Islahat (2021), Bhat et al., (2018), Federo & Carranza (2018), Carraro et al., (2020), Rizvani et al, (2017), Ahmadi et al., (2023), Sohaib (2022), Ho & Wong (2022), Thuy & Quang (2022), Mansouri et al, (2022), Mirzaee Azandariani & Arya (2022), Supriyanto et al., (2021), Rezvani et al., (2017), Yavasarang (2014). Sohaib (2022) showed that relationship quality positively and significantly affects repurchase intention. Switching cost has been determined as a moderator between relationship quality and repurchase intention. The implication of this is that service industry professionals should not ignore the importance of relationship quality and switching costs, as they have a significant impact on repurchase intention. It is suggested to develop a unique model to create an efficient customer club, including various benefits; and by clarifying the rules of benefiting from facilities and membership, along with accurate information and proper advertising, the field for the expansion of the club should be provided.