Principles of marketing ethics and Internet banking service strategy based on perceived value of customers

Document Type : Original Article

Authors

1 PhD student in Business Management, Hamadan Branch, Islamic Azad University, Hamadan, Iran

2 Department of Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran

3 Management Department, Gonbad Kavous Branch, Islamic Azad University, Gonbad Kavous, Iran.

Abstract

The aim of this study was to describe the lived experience of customers 'perceived value of the Internet services strategy of the Workers' Welfare Bank. This research is qualitative in terms of type and applied-exploratory in terms of approach. In the survey phase and in order to phenomenalize the perceived value of customers from the internet services strategy of Kargaran Welfare Bank, 11 customers of this bank who had lived experience in using the internet services of the bank were selected by purposive sampling method and were interviewed in depth. . Data from the interviews were analyzed in three steps (concept identification, category identification, and category categorization). Finally, the results showed that the perceived value of customers of the Internet services strategy of the Workers' Welfare Bank can be described in three ways: the perceived value of reducing risk; Perceived value derived from applied benefits; And the perceived value of the bank's brand position in the customer's mind.

Keywords

Political Sociology of Iran
Volume 3, Issue 4 - Serial Number 12
February 2021
Pages 517-529

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