Identifying Internal Marketing Indicators in the Banking Industry Using a Grounded Theory Approach (Case Study: State-Owned Banks in Iran)

Abstract

This study aims to identify internal marketing indicators in the banking industry using a grounded theory approach in state-owned banks in Iran. The present research is based on an empiricist philosophy and follows a deductive-inductive approach. In terms of its objective, it is a fundamental study conducted using a mixed-methods research design. Data collection tools include interviews and questionnaires. To analyze specialized interviews, the grounded theory method has been employed. The statistical population of this study consists of professors and managers with extensive executive experience in marketing management and the banking industry. Sampling was conducted using a non-probability and purposive method. After conducting the interviews, the concepts were extracted using Maxqda software, and relevant codes were identified. By establishing relationships between the extracted codes in the open coding phase, removing redundant indicators, and merging similar ones, the primary and secondary themes were determined. The identified indicators were categorized into eight main components: individual factors, organizational factors, job-related factors, micro-level strategies, macro-level strategies, macro-management and policymaking, employee agency, internal banking environment, micro-environment, macro-environment, employee-related outcomes, bank-related outcomes, and public and societal outcomes. The first step in achieving these objectives is to develop a precise understanding of the concept of human resources as the core of internal marketing and to identify the influencing factors on their satisfaction. Through this approach, valuable information can be provided to managers for various decision-making processes.