Document Type : Exploratory
Authors
1 PhD Student, Department of Public Administration, Bonab Branch, Islamic Azad University, Bonab, Iran
2 Associate Professor, Department of Public Administration, Bonab Branch, Islamic Azad University, Bonab, Iran.
3 Assistant Professor, Department of Public Administration, Bonab Branch, Islamic Azad University, Bonab, Iran
Abstract
This study aims to explore the antecedents of service innovation in Bank Keshavarzi. The research strategy is qualitative and based on the meta-synthesis approach. The study population includes two parts: first, documents such as articles, theses, books, and scientific records related to the research topic between 2011–2025 (1390–1404 SH); and second, interviews with three groups of experts, including academic specialists, experienced practitioners, and senior managers of Bank Keshavarzi. Scientific sources were selected using purposive sampling in line with the meta-synthesis approach. Additionally, participants were identified through purposive and snowball sampling until theoretical saturation was reached, resulting in a final sample of 17 participants. Data were analyzed using the seven-step approach of Sandelowski and Barroso (2007). According to the data analysis, the antecedents of service innovation in Agricultural Bank were designed in the form of 4 main categories (competitive dynamism, intelligent customer relationship management, digital transformation, and digital value creation), 13 sub-categories (adoption of competitive behavior, strategic agility, competitive intelligence, innovative interaction with customers, strengthening loyalty through innovative services, advanced analysis of customer behavior, utilization of new technologies, integration of service channels, innovation in banking business models, enhancing digital security and trust, improving positioning, enhancing communication channels, and customer behavior-based branding), and 51 concepts. The findings indicate that service innovation in Bank Keshavarzi requires a comprehensive approach that integrates competitive dynamism, intelligent customer relationship management, digital transformation, and digital value creation into the bank’s strategies and processes. Such an approach ensures improved customer experience, operational efficiency, sustainable competitive advantage, and long-term development of the bank.
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