Islamic Art Studies

Islamic Art Studies

Evaluating the Impact of Graphic Posters on Internet Banking Marketing Strategies (With an Emphasis on Customer Value Perception)

Document Type : Original Article

Authors
Toraj Vatandost 1
Farshid Namamian 2
Tohfeh Ghobadi Lamuki 3
1 Doctoral student of Business Administration, Hamedan Branch, Islamic Azad University, Hamedan, Iran
2 Assistant Professor, Department of Business Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
3 Department of Business Management, Gonbadkaus Branch, Islamic Azad University, Golestan, Iran.
10.22034/ias.2023.376928.2136
Abstract
Graphic posters can serve as an advertising tool in their own right. Today, their role alongside digital tools play a significant part in conveying information and messages. This research is qualitative in nature and follows an applied-exploratory approach. In the survey phase of the study, aimed at understanding the phenomenological aspects of customers' perceived value of the internet service strategy of Bank Refah Kargaran, 11 customers with lived experience in using the bank’s online services were selected through purposive sampling and underwent in-depth interviews. The interview data were analyzed in three stages (identifying concepts, identifying categories, and categorizing the themes). The findings revealed that customers' perceived value of Bank Refah Kargaran’s internet banking strategy can be described in three dimensions: perceived value derived from risk reduction, perceived value derived from functional benefits, and perceived value derived from the bank’s brand positioning in the customer’s mind.
Research Objectives:
1.     Describing the lived experience of customers’ perceived value of Bank Refah Kargaran’s internet banking strategy.
2.     Examining the phenomenological categories of customers’ perceived value of the bank’s internet banking strategy.
Research Questions:
1.     What is the nature of customers’ lived experience regarding their perceived value of Bank Refah Kargaran’s internet banking strategy?
2.     What are the phenomenological categories of customers’ perceived value of the bank’s internet banking strategy?
Keywords
Customer perceived value
Internet banking services
Phenomenology
Bank Refah Kargaran

Subjects

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