Presentation and validation of artificial intelligence technologies model on Iranian banking marketing strategies
Keywords:
Artificial intelligence, Marketing strategy, Banking industry, Mixed approachAbstract
The purpose of the current research is to present and validate the model of artificial intelligence technologies on the marketing strategies of Iranian banking. This study is both practical and descriptive-analytical in its objectives. It employs a mixed-methods approach, incorporating both quantitative and qualitative components in its execution. The statistical population of this research in the qualitative part is 18 academic experts in the field of business and banking sciences and other related fields, who were selected using the purposeful sampling method and 11 theoretical saturation points. The quantitative segment of the study utilized a questionnaire developed by the researchers, which was based on the qualitative framework of the study. This instrument was validated and tested for reliability before being administered to a statistically determined sample size of 213 individuals, selected through random sampling from the larger population. The analysis method of this part is using the data theory of the foundation. The results of this part of the research were explained in the form of six main categories and 23 subcategories. The results of this research can help banks and financial institutions to improve their marketing strategies by using artificial intelligence and, as a result, increase customer attraction and increase their satisfaction.The findings of this research are presented in two parts: qualitative and quantitative. In the qualitative part, key concepts and points were extracted and analyzed from the interviews, leading to the identification of 184 codes. These codes were organized into a checklist for interviews with experts, and some items were revised and removed. In the axial coding section, related concepts were categorized, and general titles were determined based on existing theories.
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