Internal Positioning Model for Banking Services (Public Sector Banks)

Purpose: The purpose of this study was to design an internal positioning model of state-owned banking services and accreditation. Method: The present study was applied and exploratory. The statistical population of the qualitative stage were the managers of the branches of agricultural, national and housing banks of Khorasan Razavi province and university professors in the field of management who were selected as the sample size by theoretical saturation method. According to Morgan's table, 284 people were selected by simple random sampling as the sample size. For data collection in the qualitative part of the interview and in the quantitative part of the researcher-made questionnaire was used. In order to analyze the data in the qualitative part, the theory of grounded theory and the method of Strauss and Corbin and Maxquda software and in the quantitative part, the technique of structural equations and PLS2 software have been used. Results: The results showed that the model presented in 6 dimensions of causal factors, contextual, intervening, pivotal, strategies and consequences has a good fit. Conclusion: Based on the research findings, they should pay attention to social and personal interactions in order to strengthen their relationships with customers.