Document Type : Original Article


1 PhD Candidate of management, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

2 Assistant Professor in Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

3 Associate Professor, Department of Public Administration, South Tehran Branch, Islamic Azad University, Tehran, Iran

4 Assistant Professor, Department of Management, Urmia Branch, Islamic Azad University, Urmia, Iran.



The purpose of this research was primarily to design the electronic customer relationship management model and explain its consequences, and then, to validate it in private banks based on mixed research and descriptive-exploratory method. On this basis, with the help of data-based theorizing method, the categories forming the model were identified by open coding, and then with the benefit of central and selective coding, the desired model was presented. Also, in the following, the validation of the model among the studied population has been discussed using the method of structural equation modeling. The statistical population for presenting the model includes banking industry experts (consisting of senior bank managers with at least 10 years of work experience and academic experts in the field of digital marketing with at least 5 years of experience working in the banking system) and for validating the model two categories of managers and employees of private banks. The research is limited to the city of Tehran and her customers. The statistical sample of experts up to the stage of theoretical saturation is 16 people using a purposeful judgemental method, and for the model validation stage, 230 people have been selected based on the rules of sample size in the structural equation method. The data collection tool included a semi-structured interview for the modeling stage and a questionnaire with a five-point Likert scale for the validation stage. The results of the qualitative part led to the presentation of the electronic customer .


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