Analysis of the role of investment in providing services with a smile in Iran's banking system with an emotional marketing approach

Document Type : Original Article

Authors
, mohammad khalkhalimarzdashti 1
Kambiz Shahroodi 2
mohammad ali nasimi 3
1 PhD Student, Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran
2 Associate professor, Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran.
3 Associate professor, Department of Business Administration, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran
10.30495/jik.2024.77710.4551
Abstract
The purpose of this research was to present and test the model of providing services with a smile according to the emotional marketing approach in the banking system of Iran. The current study is applied and mixed (qualitative-quantitative) and exploratory. In the qualitative part, the data was collected through interviews with banking system experts (Sepah Bank,). According to the primary data and the analysis of the database, the model of providing services with a smile in Iran's banking system was presented according to the emotional marketing approach. In the quantitative section, according to the findings of the qualitative section, a questionnaire was designed and after checking the reliability and validity, it was used to collect data. The statistical population was a quantitative part of all customers of Sepah BankI in Iran, 385 people were surveyed according to Cochran's formula. Quantitative part data analysis was done through structural equation model and PLS software. According to the findings obtained in the coding of the qualitative research data, a total of 227 concepts were extracted and categorized into 54 categories. According to the classification of categories (20 main categories) in the dimensions of the model according to the grounded theory approach, the research model was presented. Quantitative analysis also showed that the causal conditions have an effect on the main phenomenon of providing services with a smile according to the emotional marketing approach. Providing services with a smile according to the emotional marketing approach, background conditions and intervening conditions have an effect on the strategies. In addition to these strategies, they also affect the consequences of the model.
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