زهره کیان مهر

Purpose: The purpose of this study was to design an internal positioning model of state-owned banking services and accreditation. Method: The present study was applied and exploratory. The statistical population of the qualitative stage were the managers of the branches of agricultural, national and housing banks of Khorasan Razavi province and university professors in the field of management who were selected as the sample size by theoretical saturation method. According to Morgan's table, 284 people were selected by simple random sampling as the sample size. For data collection in the qualitative part of the interview and in the quantitative part of the researcher-made questionnaire was used. In order to analyze the data in the qualitative part, the theory of grounded theory and the method of Strauss and Corbin and Maxquda software and in the quantitative part, the technique of structural equations and PLS2 software have been used. Results: The results showed that the model presented in 6 dimensions of causal factors, contextual, intervening, pivotal, strategies and consequences has a good fit. Conclusion: Based on the research findings, they should pay attention to social and personal interactions in order to strengthen their relationships with customers.

State banks must find a way to adopt a different strategy from other banks in providing customer service. An important and key way to create a competitive position is to differentiate services from other competitors that create a good image of the bank and its services in the minds of customers. A topic that has been addressed in the present study is the necessity for state banks, like other companies and businesses, to follow a suitable model in order to achieve a suitable position in the banking industry. In this regard, the purpose of this study is to design a model for positioning the services of state-owned banks and its validation. The data for qualitative stage were obtained from Keshavarzi, Melli, and Maskan branches' managers of Khorasan Razavi province and university professors in the field of management. The quantitative sample were also the customers of aforementioned banks, that due to their large number, 384 people from each bank were selected as a sample size by simple random method and Cochran's formula. In order to collect data in the qualitative part, Deleted part, the interview was used and in the quantitative part, a researcher-made questionnaire was used, which obtained validity with expert opinions and reliability with Cronbach's alpha of 0.77. In order to analyze the data in the qualitative part, grounded theory and the method of Strauss and Corbin and Maxquda software were used, and in the quantitative part, the structural equation technique and PLS2 software were used. The results showed that the model presented in 6 dimensions of causal factors,contextual, intervening, pivotal, strategies an consequences has a good fit.