Document Type : Original Article

Authors

1 PhD Candidate, Business Administration, Qom Branch, Islamic Azad University, Qom, Iran

2 Department of Business Administration, Qom Branch, Islamic Azad University, Qom, Iran.

3 Management Department, Payam Noor University, Tehran, Iran.

10.22054/dcm.2022.70019.1153

Abstract

This research aims to design and explain the process model of content marketing with the approach of strengthening the customers' purchase intention in the field of Keshavarzi bank services. This research is applied in terms of purpose, exploratory in terms of approach, and mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase, a group of experts was considered as the statistical population including senior managers of the Keshavarzi Bank, university professors in the field of marketing, and marketing consultants familiar with the banking industry. In this phase, using a targeted non-probability sampling method, 11 experts were selected and interviewed in depth. In the quantitative phase, the customers of the Keshavarzi bank in Ahvaz were considered as the population, and among them, 400 people were selected as a statistical sample based on the available random sampling method. The main tool of data collection in the qualitative phase was in-depth and unstructured interviews with experts. In the quantitative phase, a closed and researcher-made questionnaire consisting of 42 items was used as the main tool for data collection. In the qualitative phase, the data from the questionnaire were analyzed based on the grounded theory method (open, central, and selective coding). Content validity and reliability were obtained with Cronbach's alpha coefficient of 0.7. In the quantitative phase, SPSS and LISREL software were used to perform descriptive and inferential analyses.

Keywords