Iranian Journal of Trade Studies

Iranian Journal of Trade Studies

Presenting the Paradigm Model of Relational Marketing in the Banking System (Case Study: Shahr Bank of Tehran)

Document Type : Research Paper

Authors
Hossin Arab, 1
Bagher bagherian kasgari 2
Alireza Madanlo Joibary 3
1 PhD student, Department of Management and Accounting, Faculty of Management, Sari Branch, Islamic Azad University, Sari, Iran
2 Assistant Professor, Department of Management and Accounting, Tehran Branch, Payam Noor University, Tehran, Iran
3 Assistant Professor, Department of Business Administration, Faculty of Management, Behshahr Branch, Islamic Azad University, Behshahr, Iran.
10.22034/ijts.2025.2043401.4058
Abstract
This research aims to present a paradigmatic model of relationship marketing in Shahr Bank, Tehran. The present study is descriptive in nature, with applied-developmental objectives and a specific data collection method. To achieve the goal, a qualitative research design with an exploratory approach was employed. The research participants included marketing professors and managers from Shahr Bank in Tehran, with 21 selected through theoretical sampling. The statistical population for the quantitative section comprised senior managers and deputy managers of Shahr Bank branches in Tehran, with a sample size estimated at 136 individuals using Cohen’s power analysis rule (1992) and G*Power software. Data collection was conducted through semi-structured interviews and a researcher-developed questionnaire. The validity of the interview process was confirmed based on four criteria: credibility, transferability, confirmability, and reliability. The reliability of the qualitative analysis was confirmed as satisfactory, with the Holst coefficient calculated at 0.676 and the kappa coefficient at 0.639. Data analysis was performed using the grounded theory method for the qualitative part and the partial least squares method for the quantitative part. Based on the research model, it was determined that causal conditions (management factors, process factors, structural factors, and technological demand for banking services) impact the central phenomenon (relationship marketing). This central phenomenon, alongside background conditions (technological infrastructure) and intervening conditions (challenges in implementing relationship marketing), influences strategies and actions (customer relationship management). Ultimately, these strategies and actions lead to outcomes such as the development of banking communications and interactions, improved banking performance, enhanced customer retention, and economic growth within the banking industry.
Keywords
Relationship Marketing / Banking System / Data
Driven Theory / Shahr Bank / Tehran

Subjects

 
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  • Receive Date 14 October 2024
  • Revise Date 19 January 2025
  • Accept Date 29 January 2025