Designing a Model for Preventing the Customer Churn in Retail Banking in Keshavarzi Bank
Subject Areas :Amir Ahmad Ashourzadeh 1 , Ali Divandari 2 , Mohammadrahim Esfidani 3 , Alireza Haddadian 4
1 - University of Tehran
2 - University of Tehran
3 - University of Tehran
4 - Ferdosi University
Keywords: customer churn grounded theory Retail banking,
Abstract :
One of the main branches of banking industry is microbanking That the main way to gain profit is decresing the costs and promoting the productivity. Since the costs to attract new costomers in banking industry, it is essential to prevent the customer churn. this study has focused on the microbanking division of Keshavarzi bank in order to find a model which could prevent the customer churn. The statistical population of this research includes the legal or natural, churned or churning customers. This study employs a qualitative research method, using Grounded Theory and the coherent approach (Strauss and Corbin).In this study, 25 customers were interviwed by employing semi-structureed in-depth interviews, and the intended model was achived after coding the data during three stages, namely, open coding, axial coding and selective coding, analyzing the data by MAXQDA software and obtaining the main concepts and components of the research. In the mentioned model, banking processes are considered as pivot phenomena due to their importance, and the active bank marketing for attarcting the customers as the causal conditions. Such conditions along with some other underlying conditions as complaints management, service compensation and locating, and the bank branches facilities along with some intefering conditions as trusting, banking professional ethics, lack of obstacles for transfer and service costs result in customers’ dissatisfaction, and finally, the customer churn rate. At the end some recommendations were to reaching to the minimum churn rate
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