Conceptualization of the Social banking Model in Sepeh Bank Ecosystem: A Grounded theory with Constructivism Approach

The purpose of the research is to conceptualize social banking in the Sepeh Bank ecosystem using the qualitative method of the grounded theory of charms constructivism. The participants included the key experts of the banking system and universities related to the subject by means of sequential targeted sampling (snowball and theoretical sampling) and with maximum diversity in the number of 13 people who, with the unstructured interview technique, collected the data in three stages of initial, centralized and theoretical coding in MAXQDA 2020 software was analyzed. The findings showed that social banking with establishment in two dimensions of responsibility and social tasks and public social banking has been affected by facilitators (effective information and public relations system, social capital and governance and government policies in the bank), shaping factors (laws and banking policies, accountability system in optimal governance, culture-oriented banking), intervening factors in the choice of strategy (profit-based banking, value co-creation and management based on performance evaluation and marketing), strategies of facing the phenomenon of social banking (digital banking and rational bureaucracy system) and the results and consequences by arising of the emergence of social banking in Sepah banking system (organizational brand foresight and customer-oriented banking). Policy solutions are related to adopting a community-oriented approach, adapting the organizational structure to social problems, consolidating social capital, responsive governance, using new technologies and digitalization in social networks.