Presenting a Model for Female Customers Behavioral Preferences in selecting Banks based on Grounded Theory Method and Structural Equation Modeling (Case Study: Iran’s Banking Industry)

The customers ’preference is derived from reflection on a product or special commercial brand, and factors such as positive appraisal of a brand performance and holding advantages and being unique, establishes the preference. This study aimed to develop a model of female customers' preferences in selecting banks and to train senior managers and banking staff. It had an applied objective, adopted a survey-based approach, and used both qualitative and quantitative procedures for data collection and analysis. A conceptual model developed for female customers preferences following the three-stage process of grounded theory method, namely open coding, axial coding, and selective coding. This model tested by conducting structural equation modeling using LISREL and Smart PLS After some of interview, we got the final results. The study focused on a large statistical population of bank customers and data were collected from two hundred eleven respondents who were selected through stratified random sampling with proportional allocation. A forty 40 item questionnaire designed by the researchers was used for data collection. The questionnaire had to be answered based on a Likert scale. The results supported the goodness-of-fit of the model, resulting in the presentation of a comprehensive model for female customers preferences in Iran’s banking industry