Document Type : Original Article (Qualitative)
Authors
1
Department of management, Ro.C, Islamic Azad University, Roudehen, Iran
2
Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3
Department of Information Science and Knowledge, Roudehen Branch, Islamic Azad University, Tehran, Iran
10.22034/jvcbm.2025.518413.1561
Abstract
The aim of this research is to design a marketing process model for customer relationship management in digital platforms of the banking industry. The research method is applied in terms of its purpose and qualitative in terms of its implementation. The statistical population of the study included 16 marketing experts, academics, and banking industry managers, selected through purposive or snowball sampling. Semi-structured interviews were used to collect data. Data analysis and coding were conducted in grounded theory. Based on the results of qualitative analysis, five categories of overarching categories were identified, including: causal factors of the customer relationship management model in digital platforms in the banking industry (technology, organizational, individual, technological factors) Phenomenon-oriented factors (electronic channels, company organization, employee empowerment) Strategic factors (electronic marketing, customer interaction, internal exchanges, learning and innovation) Contextual factors (trust-building behavior) Intervening factors (political factors, organizational factors) The outcomes (customer satisfaction and loyalty, customer trust) were identified. The results of the quantitative section, while confirming the research hypotheses, showed that the proposed model has appropriate validity.
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