Document Type : Original Article (Quantified)
Authors
1
Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2
Associate professor, Department of business management, Faculty of social sciences, University of Mohaghegh Ardabili, Ardabil, Iran
3
Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
4
Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
10.22034/jnamm.2026.578952.1263
Abstract
The banking sector is undergoing a fundamental transformation driven by the integration of artificial intelligence into financial service processes. AI enhances operational efficiency, risk management, and customer interaction. Accordingly, the present study was conducted with the aim of developing an AI‑based model for Rafidain Bank, supported by the assurance of strengthened marketing capabilities, using an emergent grounded‑theory strategy.
The study population consisted of fifteen Rafidain Bank managers and experts, along with academic elites in Iraq, who were selected through snowball sampling and participated in semi‑structured interviews. The collected data were analyzed through three stages of open, axial, and selective coding, using MAXQDA 2024 and relying on latent content analysis techniques.
The findings led to the development of conceptual categories including AI adaptability, AI sustainability, AI user experience, AI capability, the bank’s future‑orientation, AI knowledge, and effective bank performance, resulting in ten novel core hypotheses among these constructs.
The results demonstrate that AI‑driven marketing capabilities are becoming increasingly prominent and serve as the primary antecedents of effective performance for Rafidain Bank in this study.
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