Proposing a banking model in the customer service sector through social networks using the beyond-integrated approach and fuzzy AHP technique

Habibzadegan, Mehran; Taghipour, Faezeh; Etebarian Khorasgani, Akbar

doi:10.22075/ijnaa.2023.30787.4491

Proposing a banking model in the customer service sector through social networks using the beyond-integrated approach and fuzzy AHP technique

Document Type : Research Paper

Authors

Mehran Habibzadegan ¹

Faezeh Taghipour ²

Akbar Etebarian Khorasgani ³

¹ Department of Information Technology Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran

² Department of Communication Sciences, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran

³ Department of Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran

10.22075/ijnaa.2023.30787.4491

Abstract

The main purpose of this study is to shape, design and present a model that can be used to develop the level of customer service through social networks in the banking system. For this purpose, a large part of the mentioned structures was extracted using the ultracomposite method. Therefore, in the first step, an extensive search was conducted among various sources (including books, book summaries, periodicals, case studies, doctoral dissertations, etc. based on keywords) and more than four hundred sources were collected. Then, by separating the categories, themes and coding, using qualitative data analysis software, the results will be extracted and finally, multiple structures will be extracted to compile the model. In the following, by using "content validity indices and content validity ratio", the validity of the desired measures was measured by the opinions of the experts and then with the limited use of questionnaire items, the reliability of the items that make up the functional structures, as well as the reliability of the questionnaire tool (alpha Cronbach's) calculation and the result was 0.89.

Keywords

Banking

Technology Management

Social network

Customer oriented

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