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Presenting a Corporate Digital Reputation Model in The Banking System Using Grounded Theory Method
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Alireza Hamidzadeh Arbabi1   , Naser Seifollahi *2 , Ghasem Zarei3 , Mohammad Bashokouh Ajirlou3 |
1- Ph.D Candidate of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2- Department of Business Management, Faculty of social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran , naser_seifollahi@yahoo.com
3- Department of Business Management, Faculty of social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran |
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Abstract: (3 Views) |
Today, digital transformations are overshadowing banks by affecting various aspects of their business models. On the other hand, a strong corporate reputation is also one of the factors affecting the competitiveness of banks and is a key intangible asset for them. Therefore, managers need to examine the relationship between digitalization and reputation as a lever in performance management and increasing the efficiency of banks. Given the high importance of this issue, the present study aimed to provide a model of corporate digital reputation in the banking system. This research is of a qualitative type, which has designed the model using the research strategy of the Foundation's data theory and the systematic design of Strauss and Corbin. Data collection was done through semi-structured interviews. The statistical population of this research was university faculty members and senior bank managers, and purposeful sampling was used to collect information based on which, 11 interviews were conducted and the basis for completing the interviews was theoretical saturation. Data analysis was performed in three stages of open coding, axial coding and selective coding using MAXQDA software. The final model consists of the totality of causal conditions, contextual conditions, intervening conditions, central category, strategies and consequences of the development of the corporate digital reputation in the banking system. Each of these conditions and factors that make up the model has variables and categories that paying attention to them leads to the realization of the final goal, which is the improving the corporate digital reputation in the banking system. |
Article number: 1 |
| Keywords: Corporation, Reputation, Digital, Banking System, Grounded Theory |
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Full-Text [PDF 630 kb]
(5 Downloads)
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Article type: Research |
Subject:
General
Received: 2025/05/15 | Accepted: 2025/12/22 | Published: 2026/08/3
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