Designing a Model for Customer Service Customization in the Banking Industry Using Grounded Theory (Case Study: Bank Mellat)

Abstract

Objective: the present study aims to design a model for service customization in the banking industry. Methodology: This research is applied in nature and employs qualitative methods based on grounded theory for data collection. Data were gathered through the study of documented sources and semi-structured interviews with 19 managers and banking professionals using snowball sampling and analyzed via MAXQDA18 software. In the open coding phase, 108 preliminary codes were identified from the interview analyses. In the second phase, axial coding was performed based on the constructs of axial coding models around the central phenomenon under investigation. Findings: According to the study's findings, the concept of service customization was identified as the central phenomenon. Causal conditions were categorized into five groups: appropriate services, optimal management, organizational structure, reliability, and trust. Five primary categories were selected as strategies, including infrastructural strategies, educational strategies, intra-organizational strategies, commercial strategies, and effective performance management. Intervening factors were identified in two categories: enhancers and inhibitors. Cultural factors, organizational capabilities, customer service evaluation, leadership style, customer-centric insights, and customer-value creation based on modern technology were determined as contextual and foundational factors for service customization. Finally, the outcomes of service customization were classified into three levels: micro, meso, and macro. Conclusion: The study concludes that service customization, through effective strategies and leveraging cultural and technological factors, enhances customer loyalty and satisfaction in the banking industry.