Explaining the effective factors on managing the public opinion of Bank Melli Iran customers

Increasing the competitiveness of business environment requires organizations, especially banks, to create and maintain a competitive advantage and a long-term relationship with the customer. This requires effective investment in the field of customer loyalty and optimal public opinion management in banks. Therefore, the purpose of this study is to explain the factors affecting the management of public opinion of Bank Melli Iran customers.Research

A mixed method based on qualitative and quantitative studies has been used. In the qualitative part, from semi-structured interviews related to data-driven theory, including 13 experts in the banking industry by purposeful sampling method with interview tools that data analysis was done by thematic method using MaxQDA and in a small part from the perspective of 384 One of Bank Melli customers is done by cluster sampling method through a researcher-made questionnaire, which uses the ISM interpretive structural modeling method with a partial least squares approach and SmartPLS software.

After coding the texts of the interviews using the ISM method, the variables were identified and the research model was presented. .Discussion and

The managers of Bank Melli Iran are suggested to take the necessary measures to strengthen the main categories that have been described as described.