Development and evaluation of neural marketing model using emerging digital technologies in the banking industry
Subject Areas : انتقال فناوري و تجاريسازي پژوهش
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 :
This study aims to develop a comprehensive neuromarketing model based on consumer behavior within the banking industry. The research follows a fundamental-applied approach in terms of purpose and employs a mixed-method design. The qualitative phase involved two key groups: (1) managers from public and private banks and (2) faculty members specializing in management and marketing from public and independent universities. Data were collected from 20 experts through semi-structured interviews using a non-probability, targeted snowball sampling method until theoretical saturation was achieved. For the quantitative phase, the population consisted of supervisors, experts, employees, and customers of banks in Tehran. Given the undefined total population size, Cochran’s formula was applied, and 385 respondents were randomly selected. Data collection was conducted in two stages: (1) exploratory and qualitative (semi-structured interviews) and (2) descriptive-survey and quantitative (questionnaire). The reliability of the questionnaire was confirmed with a Cronbach’s alpha of 0.91. Data analysis was performed in three coding stages: open coding, axial coding, and selective coding. The qualitative findings resulted in 245 codes from the open coding phase, leading to the identification of 5 causal subcategories, 8 axial subcategories, and 10 selective subcategories. Additionally, the model’s goodness-of-fit was assessed, yielding a value of 0.577, confirming its suitability. This study successfully proposes a neuromarketing model tailored to consumer behavior in the banking industry, offering practical insights for bank managers to enhance marketing strategies and customer engagement.
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