Management Research in Iran

Abstract With the spread of technology in the business environment, customers have also begun to change their behaviors. Technology has allowed customers to access a wide range of products and market information before attempting to enter the market. As such, they are less likely to be exposed to widespread traditional advertising. businesses must use new methods of advertising and information about their products and services. This study aims to provide a model for increasing the share of the target market in the banking industry, focusing on content marketing. The researcher first collected data and information and categorized the identified codes into new concepts and categories, which was the basis for designing the interview questions and protocol. The final categories are content planning, content production, content distribution, qualitative market share, quantitative market share, and, valuation. A total of 13 interviews with experts from 7 banks have been conducted to achieve theoretical saturation. The final model is designed and presented based on 81 codes related to 23 concepts related to the research topic. As a result, a model was designed that by increasing the qualitative share of the target banking market, including the components of "brand promotion", "improving trust between banks and customers" and "creating conscious attention", promotes a small share of the target market in areas will be depositors, investors, and borrowers.

Abstract The global banking industry, driven by new technologies and changing customer behavior, has undergone major changes unprecedentedly all over its history. As banks contend with innovation challenges in their processes, fintech companies benefiting from digital capabilities, deliver innovative and customer-centric services. In the business world, the collaboration between these two institutions has taken many forms. This has also attracted the attention of the academic community, and several papers have been written in this field. The purpose of this article is to review these articles, and its main question is: What has the scientific literature contribute toward bank-fintech collaboration? To answer this question, a systematic literature review, based on PRISMA Checklist, has been utilized and various specific areas have been examined to understand the necessity, evolution, challenges, drivers, benefits, barriers, and types of bank-fintech collaboration in the scientific articles. The most significant achievements of the articles are discussed in the paper; furthermore, different types of bank-fintech collaboration in the scientific literature are listed, and a bank-fintech collaboration algorithm is presented. Ultimately, the gaps in the literature and suggestions for future research are expressed.

Abstract Customer churn management consist of three main phases: identifying churners, discovering the causes of churn and adapting appropriate strategies against this problem. Most of studies in this field focused on prediction of customer churn. Few studies about discovering causes of churn are just about testing primary hypothesis about probable causes. This study because of the shortage of previous studies in this field has made lots of innovations. Some of these innovations are: designing a new framework for discovering causes of churn and designing a hybrid approach from data mining and survey techniques which carried out without benchmarking from any similar study. Proposed framework includes four main steps: feature construction and selection, identification of churners, discovering the causes of churn, and validating the results. Current account customers of Keshavarzi Bank are selected as casestudy of this research and the required data is gathered trough questionnaire. The approach used for discovering causes of churn is extracting the rules which lead to churn in various clusters of customers. For this purpose, decision tree technique with target variable of churn label is utilized. Validating the results is carried out by testing it on validation data set and calculating the top lift and overall error rate. The extracted rules represent that there is a tendency to churn among big segment of keshavarzi's customers. The most important reason (specially among higher salary customers) is about manner of bank agents not reasons expressed by experts such as the way of lending or the profit of backup accounts.