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Video Banking as an Innovative Tool for Enhancing Customer Satisfaction: A Case Study of Bank Mellat
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Azim Zarei *1   , Fateme Heidari bajestani2 |
1- Professor, Department of Business Management, Faculty of Economics, Management, and Administrative Sciences, Semnan University, Semnan, Iran , a_zarei@semnan.ac.ir
2- PhD Student, Business Management, Semnan University, Semnan, Iran |
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Abstract: (14 Views) |
This study, with a focus on emerging financial service technologies, investigates one of the latest manifestations of digital banking in Iran. The aim is to examine the impact of video banking on enhancing customer satisfaction and improving bank performance, with a specific focus on the experience of Bank Mellat as the first Iranian bank to implement this service. The research employed an exploratory mixed-method approach (qualitative–quantitative). In the qualitative phase, thematic analysis was conducted using semi-structured interviews with 10 video banking service providers. In the quantitative phase, relationships among seven identified components were first analyzed using Interpretive Structural Modeling (ISM), followed by model validation through Structural Equation Modeling (SEM) based on data collected from 120 customers using video banking services. The findings revealed that video banking, through components such as quality of human interaction, service facilitation, trust-building via visual identity verification, and clarity in information delivery, leads to improved customer experience, higher satisfaction, and stronger loyalty. Challenges such as limited technological familiarity and infrastructural weaknesses were also identified. The innovation of this research lies in developing an integrated model of customer experience in video banking by combining technological and human factors to enhance digital banking services. It concludes that, when supported by robust technology and ongoing training, video banking serves as an effective tool for digital transformation and strengthening customer-centric strategies in banking. The innovation of this research lies in designing an integrated model of customer experience in video banking based on the combination of the S-O-R theory, social presence, and media richness.
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Article number: 23 |
| Keywords: Bank Performance, Customer Orientation, Digital Transformation, Video Banking |
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Full-Text [PDF 795 kb]
(5 Downloads)
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Article type: Research |
Subject:
Special
Received: 2025/12/16 | Accepted: 2026/05/18 | Published: 2026/08/23
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