عنوان مقاله [English]
review of the trends in the banking system in our country also confirms the fact that financial services providers, including public and private banks, financial and credit institutions and credit unions, are gradually moving towards a more competitive environment with more products and services. the aim of the present study is to design and implement a value creation model for bank customers in the process of creating a common brand value. According to its objectives and in terms of the process of doing the work, the present research is a descriptive research and exploratory survey. The statistical population in the qualitative section is composed of bank managers of Bank shahr branches located in Tehran province method until theoretical saturation, . The Qualitative interview and in a small part of the questionnaire was used, the validity of which was confirmed by expert opinions and reliability with Cronbach's alpha. In order to analyze the data, qualitative content analysis and structural equations were used with PLS software. The results showed that The dimensions of the model include customer motivation, customer value, organizational factors, customer experience, customer loyalty and image They are the mind of the customer and the model has a good fit.