Designing a Purchase Intention Model for Partnership Facility in Islamic Banking: A Case Study of Bank Saderat Iran

Currently, we are witnessing the real involvement of customers in the profits and losses of products and bank services within the theoretical structures of Iranian banks. However, it is different in practice and customers just receive the profit sharing services through this massive financial network. The main cause of such a problem in Iranian banking network is the lack of an appropriate purchase intention model for partnership facility consistent with Islamic banking and ethics. Therefore, given the importance of this subject, this research aims to classify and model the factors affecting the purchase intention of partnership facility in the banking network using the qualitative research method and data-based strategy. In this regard, ten top managers of Bank Saderat Iran were interviewed and forty-two concepts were identified based on three coding stages, known as open, selective, and axial coding. These concepts were classified in twelve groups: intra-organizational factors, macro environmental factors, service quality, price mix, people mix, product mix, promotion mix, process mix, research and development, customer-related factors, the bank’s brand, and marketing philosophy.

Keywords:

Marketing , Partnership Facility , Partnership Facility Marketing , Bank , Bank Saderat