Inheritance of Consumer Behavior: Providing a Model for Improving Banking Services Based on Meme Theory with Emphasis on Ethical Components

Background: Meme is a hereditary theory and an idea, behavior, or method that is transmitted from one person to another through culture. Inheritance theories differ in the degree of adaptation and capability, that is, adaptation to the socio-cultural environment in which they are spread. More adaptable and more capable memes will be more successful in transmitting, spreading to more people, and thus spreading to a larger population. The concepts in this theory can be used as a model for cultural evolution, therefore, this research was formed with the aim of providing a suitable model for improving banking services based on the theory of memes. Method: The present study was conducted using a mixed method (quantitative and qualitative). In the qualitative phase: The statistical population was banking experts (heads and deputies of the bank) in Semnan province who were selected as a sample using the snowball technique of 15 experts. The interview tool was semi-structured and the data were analyzed by Delphi technique. In the quantitative phase, the statistical population was the customers of Semnan banks that 209 people were selected as the sample by the available method. The instrument was a researcher-made questionnaire and the data were analyzed by factor analysis and Freeman test. Results: The results of the qualitative section presented 38 indicators in the form of 4 main concepts and the quantitative section showed that the research model had the necessary suitability. Conclusion: Four ethical dimensions, welfare services, responsibility and organizational factors have an important role in improving banking services that ethical dimension is at the top and organizational factors are at the lowest priority in banking services.