Document Type : Original Article
Authors
1
Department of Accounting, Ilam Branch, Islamic Azad university of Ilam, Iran
2
Assistant Professor, Department of Educational Sciences, Faculty of Humanities, Arak University, Arak, Iran
3
Department of Agricultural Extension and Education, Ilam Branch, Islamic Azad university of Ilam, Iran
10.22034/ppj.2024.2039815.1035
Abstract
One of the most important components affecting customer loyalty in the banking industry is ethical marketing or, in other words, virtue-based marketing. The main purpose of this research was to present a marketing model based on moral virtue in the branches of Agricultural Bank of Ilam province using qualitative method. The current research is applied in terms of its purpose and in terms of its nature, it is a qualitative research using an inductive approach. The participants of this study included 18 people, among experienced professors of marketing, social psychology, sociology, senior managers of Agricultural Bank and a number of golden customers of Agricultural Bank, who were selected based on the criteria of theoretical adequacy. Themes were analyzed using semi-structured interviews. The result of the qualitative data analysis was the identification of 158 conceptual codes, 24 basic themes and 5 organizing themes, including effective organizational behavior based on ethics, the capability of the internal marketing system based on ethics, targeted ethical marketing, the provision of necessary infrastructure and mixed ethics-based marketing, which is in the form of A model was presented.
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