The pattern of customer confusion in brand selection in the banking industry with a focus on perceived value of services in banking sector

Background & Rulers and managers have put achieving sustainable development on their agenda. Sustainable development leads to the improvement of economic, social and environmental conditions. But there are very few researches on the factors that lead to this goal. Therefore, in this research, a good governance model in the field of industry and mining for sustainable development with the approach of innovative actions is designed. The statistical sample consisted of 22 managers of Gol Gohar Industrial and Mining Company and faculty members of universities who were selected by purposive sampling method. Semi-structured interview tools were used to collect data and the interview texts were analyzed in three stages of open, axial and selective coding. The analysis of research data showed that Comprehensive responsibility leads to the formation of good governance, and along with that, knowledge linkage, innovation platforms and innovative actions lead to sustainable development in social, economic and environmental dimensions. Also, the country's natural resources are a great opportunity for the comprehensive development of the country. Considering that natural resources are a valuable opportunity for the comprehensive development of the country, managers should take steps according to their responsibility towards different groups of society and prepare the necessary conditions to transform natural resources into long-term benefits of society. It was also found that one of the ways to reduce wandering is to segment customers according to whether they are real or legal, the amount of profitability and the amount of deposits.