Designing a customer-oriented banking service model in Refah Bank with a content analysis approach

Due to the higher importance of customer-orientedness, especially in the banking industry, the main goal of this study is to design a customer-oriented banking service model in Refah Bank with a content analysis approach. Although the previous research investigated the diverse aspects of customer-orientedness in the banking industry, designing a customer-oriented banking service model has not been touched upon. The purpose of this study is to provide a model of the influencing factors and consequences of designing a customer-oriented banking service model in Refah Bank with a content analysis approach.  This is qualitative and basic research in terms of its purpose. Furthermore, this is field research in terms of its data collection method. The statistical population of the research are university professors and banking experts. In the current study, theoretical sampling resorted; the sample size was 17 people according to theoretical saturation (Grounded theory saturation). The first group were the major factors influencing customer-oriented banking services. In other words, they were the components whose presence caused customer-oriented banking services (i.e., influencing components). The second group were impressive factors of the creation of customer-oriented banking services; these factors were taken into account as the consequences of the creation of customer-oriented banking services. Here, three consequences are assumed for the model.  The findings indicate that factors such as human resource management measures, differentiation in providing services, and integrated marketing communication (IMC) are considered antecedent factors; the factors such as particular brand value, communication quality, and financial performance are regarded as the consequences of customer-oriented banking services.