Presenting a causal-strategic model of pragmatic marketing in the banking industry based on artificial intelligence tools

Document Type : Original Article

Authors

• Ramin Family ¹
• Alireza Rousta ²
• Mahmoud Ahmadi sharif ²

¹ Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran

² Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.

Abstract

The aim of the current research is to present and validate the causal-strategic model of pragmatic marketing in the Islamic banking industry based on artificial intelligence tools.This research is applied and descriptive-analytical in terms of purpose.The research method is mixed and conducted in two parts,qualitative and quantitative.The statistical population of this research is academic experts in the field of commerce and banking sciences and bank managers who were selected using the purposeful sampling method and the theoretical saturation point of 11 people.The tool for collecting the qualitative part of semi-structured interview data is derived from theoretical foundations.The analysis method of this part is using the data theory of the foundation.Maxquda software was used in the qualitative section.The quantitative part of the research was distributed by using the researcher-made questionnaire tool derived from the qualitative model of the research after confirming the validity-reliability in the statistical population where the number of the statistical sample was estimated to be 213 people based on Cochran's formula.The software used in the quantitative part is Amos software.According to the results of the qualitative part,the causal factors include"ethical development in the modern Islamic banking industry,providing service through chatbots and robots,customer satisfaction with modern Islamic banking and the need for information security in Islamic banking.It is"modern".Strategic factors include"creating customer-related marketing as a digital roadmap,developing an online financial user platform for customers,automation based on banking laws,and developing innovative capabilities in the banking sector."Paths and causal relationships between constructs in the structural model were confirmed by confirmatory factor analysis.

Keywords

• artificial intelligence
• Islamic banking
• marketing strategy
• causal-strategy
• pragmatic marketing

Main Subjects

• Islamic Marketing

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