Development and evaluation of neural marketing model using emerging digital technologies in the banking industry
Subject Areas : Technology Transfer and Commercialization of Researches
Maryam Khazri
1
,
Yazdan Shirmohammadi
2
*
,
Seyed Alireza Mirarab Beigi
3
1 - Doctoral student of Business Administration, Roudhan Branch, Islamic Azad University, Roudhan, Iran
2 -
3 - Assistant Professor, Department of Business Management, Firuzkoh Branch, Islamic Azad University, Firozkoh, Iran
Keywords: Neuromarketing, consumer behavior, banking industry, technology, emerging technologies,
Abstract :
The aim of the current research is to design a suitable neuromarketing model with a consumer behavior approach. The research method is of the fundamental-applied research type in terms of the goal, and it is mixed in terms of the method. The statistical population of the qualitative part of the research is divided into two groups, including managers of public and private banks, academic faculty professors in the field of management and marketing of public and private universities, and the opinions of 20 of them were collected through a semi-structured interview using non-probability targeted snowball sampling. It was collected until the theoretical saturation limit was reached. The statistical population of the quantitative part of the research included all supervisors, experts, employees and customers of banks in Tehran, due to the unlimited number of members of the statistical population of the quantitative part, Cochran's formula was used and 385 people were selected using random sampling . The data collection tool was done in the first stage in an exploratory and qualitative way (semi-structured interview) and in the second stage in a descriptive-survey and quantitative way (questionnaire). Acceptability, transferability and verifiability were used to estimate validity and internal consistency method (coefficient Cronbach's alpha=0.91) was used to measure the reliability. The data analysis method was carried out by performing three stages of coding, including open coding. The findings in the qualitative stage showed that the final number of 245 codes from the open coding stage In the causal coding stage, 6 subcategories,
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