Identifying the Mental Pattern of Customers towards the Brand of Iran Melli Bank

Today's world, due to increasing competition in the field of banking at the national and international levels, has witnessed the occurrence of strategic changes along with the macro environment around the world, which has affected everything from policy and structure to policy and management of these institutions. . By the nature of these changes, the performance of financial institutions is also affected. Therefore, applying marketing knowledge as one of the elements of new management systems in financial institutions seems to be very important and this is exactly why the concept of brand in service marketing has a more important position than other sectors and considered as a determining factor. The purpose of this study is to identify the mental pattern of customers towards the brand of Iran Melli Bank by Q method. This research is mixed in terms of data collection and analysis (quantitative-quantitative), applied in terms of purpose and descriptive in terms of method. The statistical population is the customers of this bank. Data collection tools are structured interviews, library resources and Q table. In the qualitative section, by conducting structured interviews with 22 customers and analyzing them thematically, similar opinions were extracted about the brand of Iran Melli Bank. Then, in the quantitative part, by completing the 36-item Q tables and analyzing the data obtained by factor analysis, the mentality of the individuals in each group was identified, analyzed and examined. The results of this study show that there are four different mental patterns of the brand of Iran Melli Bank and each of the mentalities has different concepts and characteristics.