پرنیان السادات حسینی

The profound transformations in the banking industry, intensified competition among financial institutions, and the rising expectations of corporate clients have compelled banks to gain a deeper understanding of the needs and perceptions of this customer segment. Among these factors, corporate customers' perception of the value of banking services plays a pivotal role in shaping competitive advantage, customer satisfaction, loyalty, and ultimately, bank profitability. This study aims to develop a conceptual model of corporate customer perception within Bank Pasargad, with the objective of achieving a comprehensive understanding of the dimensions of perceived value among these clients.

The research was conducted using a qualitative approach and a mixed-method strategy in two stages. First, theoretical concepts were extracted through the meta-synthesis method. Subsequently, in the empirical phase, data were collected via semi-structured interviews with six experts, managers, and specialists at Bank Pasargad. Thematic analysis based on Braun and Clarke's method was employed to analyze the interviews. The findings from both phases were integrated to propose a localized conceptual model.

The results reveal that corporate customers’ perceptions of banking services can be categorized into five key dimensions: functional value, economic value, relational value, emotional value, and social value. Each of these dimensions encompasses more specific components such as service quality, prompt and effective responsiveness, cost tra  arency, feelings of security and trust, and the bank’s reputation and brand image. The findings of this study may assist Bank Pasargad and other institutions active in the field of corporate banking in designing customized services, enhancing customer experience quality, and fostering more sustainable relationships. Furthermore, the proposed conceptual model can serve as a foundation for developing marketing strategies, customer relationship management initiatives, and loyalty enhancement programs within the competitive landscape of the banking industry in Iran.