فهرست مطالب seyed ali jalali nazari

As an industry operating in the money market, banks and banking have gone through a paradigm shift due to the digitalization of business. Thus, the industry has to pay attention to potential and actual customers for sustainability in the age of the digital economy. This has led it to be considered as one of the knowledge and professional topics in studies.In this study, the researcher focused on the issue of new customer-oriented banking. Accordingly, he concentrated on approaches and challenges aimed at identifying components effective on the banks' customer orientation such as their confusion using the in-depth interview approach. Ultimately, an appropriate model was presented as the outcome.Based on summarizing the research results, out of the total identified factors resulting from axial coding, a limited number of factors like the competitiveness of banks had a significant impact in this regard. Hence, banks may need to pay attention to such factors and invest in them to strengthen the durability of their activity, profitability, and value-creation. Moreover, reducing the customer’s confusion was found to be an effective factor in competitiveness.

The aim of this study was to investigate the phenomenological explanation of the concept of customer confusion in choosing brand brands (banks) by considering the variable of brand equity and activity-based costing. In this research, the researcher has used a combined approach. For this purpose, in the first study, to identify the components of customer confusion in the selection of banks' brands from a phenomenological approach. In the second study, the model is tested with twenty-three customers and in the next step, the required data were distributed among 320 customers of the bank and the results were analyzed by Amos software. finally extracted 152 open codes and based on the theoretical literature, performed coded and selective coding and presented the results in the form of six main dimensions and thirty-two sub-dimensions. The researcher has presented his research results in the form of a model including six main dimensions including, diversity of banking services, bank marketing tools, brand value creation, customer confusion and strategy and brand equity and activity-based costing and thirty-two sub-dimensions. The results also show that reducing customer confusion affects brand equity. The researcher has presented his research results in the form of a model including six main dimensions including, diversity of banking services, bank marketing tools, brand value creation, customer confusion and strategy and brand equity and activity-based costing and thirty-two sub-dimensions. The results also show that reducing customer confusion affects brand equity.