Application of the Mixed Approach in Shaping the International Entrepreneurial Marketing Model of Fintechs (Case study: Saderat Bank of Iran)

In recent years, the formation of banking service start-ups or fintech has caused a change in the way of providing various banking services. This research aims to shape the international entrepreneurial marketing model of fintech by relying on a mixed approach. The current research is practical in terms of purpose and exploratory in terms of nature. Using the qualitative approach and Delphi technique, the research identifies the dimensions and components affecting the international entrepreneurial marketing model of banking services startups. The research population in the qualitative part consists of banking system experts with work experience in the field of banking service start-ups selected by the snowball sampling method and in the quantitative part, including all the employees of the international branches of Saderat Bank whose sample size is according to the Karjesi-Morgan table using the available sampling method. After analyzing the data with the Delphi method and SPSS and SmartPLS 3 software, the research findings indicated that 93 components in the form of 25 dimensions can be presented in the research model. The analysis of the research model showed that at the confidence level of 95%, all the paths proposed in the conceptual model of the research were confirmed and significant. Paying attention to the features presented in the proposed research model is important since it can help the managers of the aforementioned startups to be smart to maximize profitability and minimize risk in international markets.