علی قلی پور سلیمانی

Purpose: the present research was designed and implemented with the aim of presenting a prediction model for consumer purchase behavior with emphasis on brand perception of Shahrvand store. Methodology: in order to achieve the research objectives, qualitative and exploratory grounded theory approach was used. The sample required for investigating the research questions was obtained through theoretical sampling method. The required data were collected through profound and semi-structured interviews until theoretical saturation. Overall, 10 interviews were performed with the experts of marketing and industrial management, general psychology, the representatives and staff of chain stores. For data analysis, Strauss and Corbin methodical approach was used by going through three stages of open, axial, and selective coding. Eventually the paradigmatic model of the research was presented. Findings: at the end of the data analysis, 94 concepts were identified as 19 items and six main classes. The results indicated that perceived satisfaction with the brand, brand communication, and enjoyable motives were introduced as excellent and effective conditions on development of the axial dimension of consumer status, grantmaking based on behavior, perception, and expectations of consumers about services. They lead to repeated purchase behavior, brand dependence, and brand loyalty through perceived strategies, perceived after sale services, and perceived value creation for consumer. Conclusion: based on the findings, stores, relation-oriented marketing, and internal branding of the store were identified as the contextual conditions, and perception of environmental factors plus consumers' perceived experience as confounding conditions.

With advanced information and communication technology, the organizations’ business model has undergone fundamental changes. These changes are also observed in the banking industry. This research aims at explaining the Iranian electronic banking business model and recognizing its challenges in the transformation to digital banking, which is considered as the research innovation. In terms of method, the present research is a qualitative study and in terms of goal, it is primary research. In this research, grounded theory has been used as a systematic method for the investigation of complex multilateral issues. The population includes the expert managers of the banking industry who have mastery over macro policies of banking and electronic payment in Iran. Regarding the research method, all the interviews were recorded and converted to text. The coding and classification process was done based on three stages of open coding, axial coding, and selective coding. The outputs of these three stages were provided in the form of codes, concepts, and categories. During and after data collection, the data were reviewed for several times, the key points were specified, and the related codes were counted. Finally, 761 codes, 26 concepts, and 14 categories related to the research topic were identified based on which, the conceptual business model of Iranian electronic banking was developed. Based on the conceptual model of the research, seven challenges for digital banking transformation were identified.