The purpose of this study is to design a social marketing model for banking services with an emphasis on consumer behavior patterns in Rafidain Bank of Iraq. In terms of purpose, this research is fundamental, and in terms of implementation it was conducted qualitatively using an interpretive–inductive approach based on grounded theory.The statistical population of the study consisted of 19 managers and experts from Rafidain Bank of Iraq as well as marketing professors, who were selected using the snowball sampling method. Data were collected through semi‑structured interviews. For data analysis, open, axial, and selective coding methods were applied using MAXQDA 2024 software.The results indicated that 147 initial codes were identified and subsequently aggregated into 20 main categories. The findings were organized in the form of a paradigmatic model of social marketing for banking services, which includes causal conditions (such as economic and political instability, the traditional structure of the bank, low levels of financial literacy, and low social trust), contextual conditions (the socio‑cultural context, social capital, and public attitudes toward state‑owned banks), intervening conditions (institutional and legal constraints, perceptual gaps between the bank and customers, employees’ attitudes and readiness, and weak digital infrastructure), strategies (public financial education, transparent and two‑way communication, genuine social participation, internal organizational alignment, and the use of digital media), and consequences (increased customer trust and loyalty, improved consumer experience and behavior, enhanced image and social legitimacy of the bank, and greater economic participation within society).