Conceptualization of the Social banking Model in Sepeh Bank Ecosystem: A Grounded theory with Constructivism Approach

Extended Abstract
Abstract
The purpose of the research is to conceptualize social banking in the Sepeh Bank ecosystem using the qualitative method of the grounded theory of charms constructivism. The participants included the key experts of the banking system and universities related to the subject by means of sequential targeted sampling (snowball and theoretical sampling) and with maximum diversity in the number of 13 people who, with the unstructured interview technique, collected the data in three stages of initial, centralized and theoretical coding in MAXQDA 2020 software was analyzed. The findings showed that social banking with establishment in two dimensions of responsibility and social tasks and public social banking has been affected by facilitators (effective information and public relations system, social capital and governance and government policies in the bank), shaping factors (laws and banking policies, accountability system in optimal governance, culture-oriented banking), intervening factors in the choice of strategy (profit-based banking, value co-creation and management based on performance evaluation and marketing), strategies of facing the phenomenon of social banking (digital banking and rational bureaucracy system) and the results and consequences by arising of the emergence of social banking in Sepah banking system (organizational brand foresight and customer-oriented banking). Policy solutions are related to adopting a community-oriented approach, adapting the organizational structure to social problems, consolidating social capital, responsive governance, using new technologies and digitalization in social networks.
Introduction
One of the most important economic institutions of any country are banks, which play an undeniable role in society and improving social conditions (Adinefar et al., 2018); According to the changes in the approach of the banking system in relation to social issues, it is a new type of banking with social goals. Social banking is an alternative banking system that aims to empower and create dynamics in the quality of relationships between the bank and the people to be fruitful for socially disadvantaged people who are looking for entrepreneurship (Hani et al., 2021). In fact, responsible banking with its social impact seeks to create social value and social return, and the present study seeks to conceptualize social banking in Sepeh Bank ecosystem with constructivism approach in Iran.
Theoretical framework
Social banking is based on investing in society that creates opportunities for disadvantaged people and supports social, environmental and ethical programs. Olaf Weber (2011) believes that unlike conventional banking, social banking focuses on social benefits and environmental issues, so that by pursuing social responsibility, the social effects of banking on financial returns are clarified and play a constructive role in solving social challenges. George Simmel focused on the importance of money and its effect on social relations, he believes that money is a tool that almost enters into people's social interactions and plays a decisive role in creating social connections between people (Deflem, 2003).
Case study
A case study in the organizational territory of Sepeh Bank included the executive vice-presidents of the center, west and east of the country and on participants who had research, knowledge, experience and organizational activity records in the field of social banking.
Materials and Methods
The current research was conducted using a qualitative method and using grounded theory with Charms' (2014) version of constructivism. Charms used the term "constructivism" against "constructionism" because in the constructivist approach, in addition to research participants, the researcher's mentality and involvement is also involved in the construction and interpretation of data, and social contexts, interaction, perspectives Common and interpretive understandings are emphasized. Using non-probability sampling strategy and in the manner of sequential targeted sampling, 13 participants were selected and included in the study. The process of data coding and analysis has been done using MAXQDA 2020 software in three primary, focused and theoretical stages. The quality assessment and audit of the research based on the specific criteria of Charmaz included the acceptability, originality, resonance and usefulness of the concepts, which were used to check the compatibility of the answers or concepts in the mind of the interviewees with the concepts considered by the researcher, after evaluating the extracted categories by the interviewees and announcing the opinions, the results showed that there is 85% agreement between the researcher and the respondents regarding the extracted concepts and categories in this study.
Discussion and Results
The identified key components consist of social banking in two dimensions of responsibility and social tasks and public social banking as the central phenomenon of the research affected by facilitators, shaping factors, intervening factors in strategy selection, strategies to face the phenomenon of social banking and the results and consequences by arising of the emergence of social banking in Sepah banking system were in the form of a paradigmatic model.
Conclusion
The realization of social banking depends on the establishment of drivers and facilitators of effective information and specialized public relations with the aim of attracting low-cost resources to stabilize the Qarz al-Hasna system and in a way public banking to create social and public benefit. Choosing a banking strategy based on profit, value co-creation and management based on performance evaluation and marketing along with the financial economy of the banking system requires profit and added value for the bank. On the other hand, the strategies to deal with the phenomenon of social banking, including the digitization of banking by entering the space of social networks, will find the possibility to identify diverse customers and review the organizational mission by analyzing the needs and expectations of current and future customers. Therefore, the policy solution is to adopt a community-oriented approach, adapting the organizational structure to social problems, consolidating social capital, responsive governance, using new technologies and digitalization in social networks.