Validation of the Value-Creation-Based Smart Banking User Needs Model (Case Study: Bank Melli Iran)
Keywords:
Need, Banking User, Smart Banking, Value Creation, Bank Melli IranAbstract
Validation of models grounded in modern marketing strategies can provide a foundation for enhancing competitive performance and creating a distinctive customer experience in the banking industry. The objective of the present study was to validate a value-creation-based smart banking user needs model (case study: Bank Melli Iran). In terms of purpose, the study was applied, and methodologically it employed a quantitative design using a structural modeling approach. The statistical population consisted of users of the BAM digital banking system of Bank Melli Iran in South Khorasan Province (N = 129,000). A sample of 384 participants was selected using the Morgan sampling table through convenience sampling. Data were collected using a researcher-developed questionnaire. The validity and reliability of the instrument were confirmed through convergent and discriminant validity as well as Cronbach’s alpha coefficient (α = 0.976). Data analysis was conducted using SmartPLS 3 software and structural equation modeling (SEM). The findings indicated that the overall model fit index (GOF) was 0.487, demonstrating strong validity of the research model.
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Copyright (c) 2025 Ali Abiri (Author); Mehdi Mahmoudzadeh Vashan; Hossein Hakimpour , Hamid Rezaei Far (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
