Reza Haji Ali Beygi - Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran.
Seyed Mahmoud Hashemi - Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.
Abdollah Naami - Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.

The present study aims at presenting a model of cross-buying behavior of electronic service customers in Shahr Bank. This research is applied in terms of objective and survey-exploratory in terms of approach. The statistical population of this study consisted of a group of experts including senior managers of Shahr Bank, professors and marketing consultants familiar with the banking industry which in-depth interviews were conducted with them. The selection of experts and doing interviews with them continued until the theoretical saturation was reached and then stopped. Purposive sampling method was used in this study. Nine interviews were conducted in total. This research has been done in the period of October ۲۰۲۰ to May ۲۰۲۱. Due to using the data foundation theory in this research, the main data collection tool was unstructured in-depth interviews with experts. Finally, after three open, axial and selective kinds of coding, the conceptual model of the research was designed based on a paradigm model. In this research and according to the identified goals and categories, the category of motivating to use various electronic services of Shahr Bank was considered as the main and axial category. This means that the core of the conceptual model is the users' motivation and inner desire to use various electronic services of this bank.

Cross-buying behavior, Electronic Service, data foundation theory