Designing a Digital Marketing Model for Banking Services and Products

Abstract

This study is descriptive–analytical in terms of data collection method and follows an inductive–deductive research approach. Participants in the qualitative phase were selected based on the grounded theory methodology of Strauss and Corbin (1998) through interviews with 15 academic experts and senior managers of Bank Keshavarzi in Tehran who possessed educational backgrounds relevant to the research topic, more than 10 years of professional experience, and willingness to share their perspectives and experiences. Purposeful sampling continued until theoretical saturation was achieved. Initial interview questions were developed through documentary analysis, including the review of books, scholarly articles, and related research studies. Prior to conducting each interview, the researcher provided participants with explanations regarding the research topic and objectives and then invited them to respond to the interview questions. Participants were respectfully asked to determine their preferred interview time to ensure they could respond with sufficient concentration and comfort. All interviews were recorded using audio recording devices and researcher notes for accuracy and completeness. After preparing written transcripts of participants’ responses, the process of analyzing both manifest and latent content derived from participants’ statements and written materials began. The purpose of this process was to extract the components required for designing a qualitative digital marketing model for banking services and products. Interview texts were analyzed using the grounded theory data analysis method of Strauss and Corbin (1998) with the assistance of MAXQDA software. Analysis of the 15 interviews resulted in the extraction of 113 initial codes. Following the removal of duplicate codes and the integration of similar concepts, 36 final open codes were identified. In total, 14 axial codes were categorized into 6 selective codes.