Designing a Model of Service with Smile based on the Emotional Marketing Approach in the Iranian Banking Section

Articles in Press

Document Type : Original Article

Authors

1 Department Of Business Administration، Rasht Branch، Islamic Azad University، Rasht ،Iran.

2 Assistant Professor, Business Administration Department, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran

10.22034/cbsj.2024.139698.2599

Abstract

The purpose of this research is to develop a model of providing services with a smile based on the emotional marketing approach in the banking system of Iran. The approach of this research is qualitative and based on the foundation's data theorizing method. Semi-structured interviews were used to collect data. The statistical population was academic experts and managers, consultants and banking system experts, who were selected as a sample of 12 people. Sampling has been done by theoretical purposeful sampling method. From the data coding results, 54 concepts and 20 categories were identified during the open, central and selective coding process. The findings of the research showed that causal conditions (innovation of banking services, employee job motivation, self-confidence and support of smile culture) are effective on providing services with a smile based on the emotional marketing approach. Also, the main phenomenon (employee empathy, emotional customer orientation, appropriateness of verbal and non-verbal interactions and smiling communication with the customer), background conditions (emotional positivity and existing conditions in providing services), intervening factors (smile recognition and trust in smiles), strategies and Marketing strategies (empowerment of employees, dynamism of employees, branding of smiling Bank and skill and behavioral training of employees) have an effect, and finally, with the use of appropriate marketing strategies, results can be obtained (quality of emotional experience of services, emotional advantage of services, emotional transmission of smiles). and customer loyalty) achieved.

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Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 22 September 2025

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