Examination of Executive Factors Influencing Social Media Policies in Providing Electronic Services in Private Banks
Keywords:
Electronic service quality, Policy, Social media, Electronic banking, Customer perceived value, Private banksAbstract
Policymaking in electronic banking, due to its dynamic nature and heavy reliance on information technology, is more sensitive compared to other industries. This study examines the role of social media in delivering electronic services to customers of private banks. This research is applied in its objective, qualitative in methodology, and employs grounded theory as the research method. Its nature is exploratory-descriptive, data collection is conducted through interviews, and data analysis utilizes the three-phase coding approach of grounded theory. The statistical population includes managers and experts in the private banking industry with comprehensive knowledge of social media marketing. From this population, 12 participants were selected for semi-structured interviews using a purposive snowball sampling method. Appropriate codes were initially assigned to different sections of the data, and concepts were identified. Finally, through selective coding, categories were refined, and the primary dimensions of the study were delineated as causal, central, contextual, intervening conditions, strategies, and outcomes. The findings revealed that electronic services, encompassing electronic service quality and electronic service recovery quality, are causal factors influencing electronic banking. Electronic banking, through information dissemination, communication, and transactions, leads to customer satisfaction and impacts their perceived value. Additionally, social media policies, via adoptability and social interactions, serve as intervening conditions that influence customer satisfaction and perceived value. Moreover, infrastructure, including security and technical infrastructure, acts as a governing context that affects the phenomenon under study (perceived value). Ultimately, this results in customer loyalty and the creation of value for both customers and banks. Overall, the findings of this study indicate that social media policies in electronic banking are significantly influenced by electronic services. However, social media and infrastructure can directly and indirectly impact these influences.
References
J. Jose, "The Influence of Gamification on Customer Experience in Digital Banking Practices," SSRN Electronic Journal, 2024, doi: 10.2139/ssrn.4715254.
A. K. Shukla, "Proposed E-Services Quality Model and its Impact on the Indian Society," Turkish Journal of Computer and Mathematics Education (TURCOMAT), vol. 12, no. 10, pp. 4231-4242, 2021.
N. Singh, A. Chakraborty, S. B. Biswas, and M. Majumdar, "Impact of Social Media in Banking Sector under Triangular Neutrosophic Arena Using MCGDM Technique," Neutrosophic Sets and Systems, vol. 35, pp. 153-176, 2020.
W. Wodo, P. Blaskiewicz, D. Stygar, and N. Kuzma, "Evaluating the security of electronic and mobile banking," Computer Fraud & Security, vol. 2021, no. 10, pp. 8-14, 2021, doi: 10.1016/S1361-3723(21)00107-X.
B. Kaulu, G. Kaulu, and P. Chilongo, "Factors influencing customers' intention to adopt e-banking: a TAM and cybercrime perspective using structural equation modelling," Journal of Money and Business, vol. 4, no. 1, pp. 38-53, 2024, doi: 10.1108/JMB-01-2024-0007.
S. H. Seyadat and A. Mozaffari Mehr, "The Role of Social Media in Banking: Opportunities, Challenges, and Steps for Implementing Social Banking," in Fifth IT Managers Conference, Tehran, 2017.
S. Y. Lee and S. W. Lee, "Social Media Use and Job Performance in the Workplace: The Effects of Facebook and KakaoTalk Use on Job Performance in South Korea," Sustainability, vol. 12, no. 10, p. 4052, 2020, doi: 10.3390/su12104052.
M. Naeem and W. Ozuem, "The role of social media in internet banking transition during COVID-19 pandemic: Using multiple methods and sources in qualitative research," Journal of Retailing and Consumer Services, vol. 60, 2021, doi: 10.1016/j.jretconser.2021.102483.
A. Finn, "The generalizability of the effects of retailer e-service quality dimensions," Canadian Journal of Administrative Sciences, vol. 19, no. 5, pp. 24-38, 2015, doi: 10.1002/cjas.131.
J. Carlson and A. O'Cass, "Exploring the relationships between e-service quality, satisfaction, attitudes and behaviours in content-driven e-service web sites," Journal of Services Marketing, vol. 24, pp. 112-127, 2015, doi: 10.1108/08876041011031091.
V. A. Zeithaml and L. L. Berry, "Research note: More on improving service quality management," Journal of Retailing, vol. 69, no. 1, 2018.
F. H. Lee and W. Y. Wu, "Moderating effects of technology acceptance perspectives on e-service quality formation: Evidence from airline websites in Taiwan," Expert Systems with Applications, vol. 38, pp. 7766-7773, 2011, doi: 10.1016/j.eswa.2010.12.131.
V. A. Zeithaml and A. Parasuraman, Service Quality. Massachusetts: Marketing Science Institute, 2003.
Y. Duan, "Factors Influencing E-Commerce Live-Streaming Shopping Customers Purchase Intention in Malaysia: A Conceptual Paper," Advances in Economics Management and Political Sciences, vol. 93, no. 1, pp. 19-30, 2024, doi: 10.54254/2754-1169/93/20241104.
A. Istrefi-Jahja and J. Zeqiri, "The Impact of Digital Marketing and Digital Transformation on Brand Promotion and Brand Positioning in Kosovo’s Enterprises," ENTRENOVA - ENTerprise REsearch InNOVAtion, vol. 7, no. 1, pp. 244-255, 03/29 2022, doi: 10.54820/UPQN1850.
H. Li, "How Do E-Commerce Platforms and Retailers Implement Discount Pricing Policies Under Consumers Are Strategic?," Plos One, vol. 19, no. 5, p. e0296654, 2024, doi: 10.1371/journal.pone.0296654.
F. Mohammadi, O. Afsar, J. Taghizadeh, and M. Bagheri Dehnavi, "Evaluating Factors Influencing E-Loyalty in Organizations Providing E-Services Using the Fuzzy AHP Technique," Information Technology Management, vol. 4, no. 13, pp. 135-165, 2012.
D. Edalat, The Fifth Five-Year Development Plan of the Islamic Republic of Iran. Iranian Parliament, 2019.
M. Ghadir Mohseni, "Explanation and Development of New Business Models for Banks," in International Conference on Management, Accounting, Banking, and Economics in the Horizon of Iran 2025, Tehran, 2020.
N. Asgari, Theories and Foundations of Public Policy Making. Farhano Library, 2021.
K. Daneshfard, Principles of Public Policy Making. Niyaz-e-Danesh Publications, 2018.
R. Algesheimer, U. Dholakia, and A. Herrmann, "The social influence of brand community: Evidence from European car clubs," Journal of Marketing, vol. 69, no. 3, pp. 19-34, 2011, doi: 10.1509/jmkg.69.3.19.66363.
S. Althuwaini, "The Effect of Social Media Activities on Brand Loyalty for Banks: The Role of Brand Trust," Administrative Sciences, 2022, doi: 10.3390/admsci12040148.
Z. Garanti and P. S. Kissi, "The Effects of Social Media Brand Personality on Brand Loyalty in the Latvian Banking Industry," The International Journal of Bank Marketing, 2019, doi: 10.1108/ijbm-09-2018-0257.
M. H. Al-Khasawneh, S. Al-Haddad, R. Mbaideen, R. Ghazi, T. Irshaid, and H. Alnaimi, "Investigating the impact of social media marketing on research online and purchase offline for fashion luxury brands," International Journal of Business Excellence, vol. 32, no. 1, pp. 25-49, 2024, doi: 10.1504/ijbex.2024.135933.
L. Jiang, "The Extent Social Media Marketing Is Contributable to Customer Based Brand Equity of Luxury Brands," pp. 485-497, 2024, doi: 10.2991/978-94-6463-408-2_55.
A. M. Kaplan and M. Haenlein, "Users of the world, unite! The challenges and opportunities of social media," Business Horizons, vol. 53, no. 1, pp. 59-68, 2010, doi: 10.1016/j.bushor.2009.09.003.
S. M. Alvani, Decision-Making and Public Policy Determination. Tehran: SAMT Organization for Study and Compilation of University Humanities Books, 2008.
C. Skinner, Digital Banking: Solutions for Establishing a Digital Bank. Way2Pay, 2018.
F. Ziviyar, M. Ziaei, and J. Nargesian, "Examining Factors Influencing Customer Satisfaction Using the SERVQUAL Model," Scientific-Research Quarterly of Modern Marketing Research, vol. 2, no. 3, pp. 173-186, 2012.
