Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Designing a Model for Modern Banking Service Delivery Based on the Application of Artificial Intelligence

Document Type : Excerpt from doctoral thesis

Authors
Mahdi Garoussi 1
Seyed Mahdi Moafi Madani 2
Rahele Jamshidloo 2
1 Ph.D. student, Department of Management, Ab.C., Islamic Azad University, Abhar, Iran.
2 Department of Business Management, Hi.C., Islamic Azad University, Hidaj, Iran.
JABM.3.2.15564.351256.3257.36012
Abstract
This research was conducted with the aim of designing a model for providing modern banking services based on the application of artificial intelligence (AI). The methodology employed was Grounded Theory, based on the approach of Strauss and Corbin (1990). Data were analyzed through three stages of coding (open, axial, and selective), leading to the final presentation of the research model. The participants included 18 experts in the fields of banking, artificial intelligence, and marketing, who were selected for interviews. Snowball sampling was utilized for participant selection, which continued until theoretical saturation was achieved. The findings revealed that the causal conditions of the model include: the growth of transformational orientation in the banking industry, the need to enhance security and reduce risk, and the necessity of revising banking functions. Intervening conditions involve rethinking the transformations of AI application in the banking sector. Contextual conditions encompass creating a platform for the involvement of AI specialists and establishing management support frameworks for AI implementation. Strategies include AI-driven guidance, the development of an AI ecosystem in banking, and the conceptualization of modern banking through AI. Finally, consequences are categorized into individual, organizational, and social dimensions.
Keywords
Modern Banking Services
Artificial Intelligence (AI)
Grounded Theory
Subjects
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  • Receive Date 17 March 2026
  • Revise Date 06 April 2026
  • Accept Date 12 May 2026