Develop a Model of Competitiveness of Iranian Banks with Emphasis on Human Capital Education

Abstract

Purpose: This article was conducted with the aim of identifying competitiveness indicators with emphasis on human capital training in the country's banking industry. Methodology: This research was based on empirical philosophy and deductive-inductive method. The present study was an applied-developmental research in terms of purpose and a cross-sectional research in terms of data collection method. Since quantitative and qualitative methods were used in this study, so it was a mixed research. The statistical population of this article included marketing professors and managers of the Iranian banking network. A non-probabilistic and purposeful method was used for sampling and finally 12 of the mentioned experts participated in this study. In this paper, the meta-combined method was used to identify the underlying categories of competitiveness and with emphasis on human resource training in the banking industry. Also, the results were validated using fuzzy Delphi method. Data analysis was performed using MaxQDA and MatLab software. Findings: The results showed that the main indicators of competitiveness based on the banking industry are: organizational knowledge management, training and development of human capital, customer experience management, market orientation, brand equity, bank structure, change management, customer satisfaction and loyalty, knowledge, technology Information and communication and financial management. These indicators can be monitored and measured based on 45 items. Conclusion: According to the research findings, identifying competitiveness indicators with emphasis on human capital education in the country's banking industry, creates a platform for healthy competition and ultimately leads to growth and improvement of the country's economic situation.