niloofar shafeian; mohammad Aghaei; nader gharib navaz
Abstract
Subject and purpose of the article: In the present study, the digital marketing model that has been extracted using the grounded theory has been using analysis fuzzy analysis technique and Delphi method.Research method: The statistical population of the study includes expert personnel of the ...
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Subject and purpose of the article: In the present study, the digital marketing model that has been extracted using the grounded theory has been using analysis fuzzy analysis technique and Delphi method.Research method: The statistical population of the study includes expert personnel of the Tose’e Ta’avon Bank throughout the country that the information related to the questionnaire was eamined with 119 indexes from the perspective of 27 experts. The Delphi technique is performed in three rounds and using a set of triangualar fuzzy numbers, fuzzy Delphi analysis with the Kendall coefficient calculations stage and reaching the number 0.758 and achieving consensus between the experts’ view is stopped.Then the indicators are identified and evaluated for final analysis.Research findings: The data analysis results show that the digital marketing model presented from the grounded theory of the foundation for the Tose’e Ta’avon Bank is fully established and the small output of the model evaluation coefficients also confirms the model results.Conclusion, originality, and contribution to the knowledge: The present study is the first studythat is based on examining the digital indigenous pattern in the banking industry with grounded theory approach. Quantitative Analysis of the model using a questionnaire that is the product of open, axial and selective coding has neen done with using Delphi technique and fuzzy analysis in the Tose’e Ta’avon Bank, which can be extended to other public and private banks with special conditions and restrictions. Findings and final achievement of the present study is a relatively comprehensive and complete model based on the requirements and characteristics of Iranian banks and is more comperehensive than others models provided by experts, considering that they have been developed for non-financial societies in terms of dimensions, components and will be more appropriate.
