Designing and explaining the improvement model in attracting, retention, and loyalty of corporate and commercial customers through increasing satisfaction in the current account with a grounded theory

Document Type : Original Article

Authors

Members of the Sepah Bank Scholars Club.

Abstract
Purpose: One of the basic challenges in corporate and commercial banking is to attract, retain, and build customer loyalty. The purpose of this research is to design and explain the model for improving the attraction, retention, and loyalty of legal customers in the current account product at Sepeh Bank.
Methodology: This research employs a qualitative approach, with grounded theory as the primary method. The method of data collection was a review of previous research, as well as an in-depth, open-ended interview with 22 experts and professionals knowledgeable about the subject (managers, assistants, department heads, and banking experts). The interviewees examined the validity of this research. Experts in this field also assessed reliability through an access audit. To analyze the data, the continuous comparison method was used across three stages: open, central, and selective coding.
Findings: Data analysis shows that the model for improving the attraction, retention, and loyalty of corporate and commercial customers in the current account product has a core component, namely service production and supply policies, and factors related to technology, finance, and profession. The improvement in attracting and keeping corporate and commercial customers depends on the superior control and management of these components.
Originality/Value: Providing a model for improving the attraction, retention, and loyalty of corporate and commercial customers in the current account product.

Keywords

Subjects


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