Document Type : Original Article
Authors
1
Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2
PhD student in Business Management, Ajab Shir Branch, Islamic Azad University, Ajab Shir, Iran.
3
Assistant Professor, Department of Management, Ajab Shir Branch, Islamic Azad University, Ajab Shir, Iran.
4
Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran,
Abstract
This research has been done with the aim of presenting a mindfulness lifestyle model of customers in the banking system. This research is applied and is descriptive-survey in terms of data collection. The target population is Bank Saderat customers. After initial coding, 13 categories were identified, which are (intelligent system, communication management, bank space, queuing system, air conditioning, finance, facilities, customer costs, internal thoughts and emotions, brand experience, intelligence, customer intelligence, Self-awareness). Which are divided into 4 axial codings including (technology, environmental, economic and individual). In the quantitative part of the study, these 4 axes on mindfulness were examined in which all research hypotheses were confirmed and in the first hypothesis of the research, technological factors have a significant effect on the mindset of customers in banks. In the second hypothesis of the research, environmental factors have a significant effect on the lifestyle of customers' mindset in banks. In the third hypothesis of the research, economic factors have a significant effect on the lifestyle of customers' mindset in banks. In the fourth hypothesis, individual factors have a significant effect on the lifestyle of customers' mindset in banks. The results showed that mindfulness lifestyle, on better understanding of mindfulness among banks can lead to satisfaction among bank customers. Using this model helps banking systems to identify mindful lifestyle and increase their efficiency by eliminating strengths and weaknesses in this area.
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