Developing a social banking model and its impact on customer experience in line with regional planning (case study: housing banks in Khuzestan province)

This research was conducted with the aim of developing a model of social banking and its impact on customer experience in branches of Housing Bank of Khuzestan province. To achieve this goal, a mixed research method was used in two qualitative and quantitative phases with an exploratory approach. In the qualitative phase, the data were analyzed through interviews with 12 experts using the snowball and targeted sampling method and with the help of the Foundation's data theory during three stages of open, central and selective coding. Atlas T software was used in qualitative phase data analysis. In the quantitative phase, 288 healthy questionnaires were collected using a researcher-made questionnaire with optimal validity and reliability and analyzed using PLS software. The respondents of the quantitative phase included the staff of Maskan Bank branches in Khuzestan province. These people were selected and surveyed using a simple random sampling method. The findings of the qualitative phase included the development of a model for social banking, which consists of 325 open codes, 72 concepts and 26 categories. The findings of the quantitative phase showed that the designed model has a good fit and has a positive and significant effect on the customers' experience.