یونس وکیل الرعایا

The purpose of this study is to provide a model for improving the e-banking customer experience using digital marketing tools. This research has been done with the approach to enriching the value of digital banking during the outbreak of infectious diseases. The paradigm of the present study is interpretive and the implementation approach is qualitative; In this regard, the case study method has been used. This research is descriptive-exploratory in terms of purpose and in terms of time, it is in the field of cross-sectional studies. The qualitative methodology of grounded theory analysis by Strauss and Corbin (2007) was used to answer the research question. This research has been done inductively and based on a survey procedure. The experts  were the managers of reputable Iranian banks. Based on systematic sampling, 14 people were selected. The research tool was a semi-structured interview with questions related to the purpose of the research. Interviews were analyzed using AtlasTi version 10 software. Based on the designed model, 6 categories for causal factors (appropriate decision making, time management, digitization effects, cost management, business trends, and relationship management), 2 categories for contextual conditions (digital tools and digital economy), 2 categories for intervening conditions (individual and environmental factors), 3 categories for strategy (creativity, culture development, and digital context), 3 categories for outcomes (banking industry prosperity, customer satisfaction, and economic productivity) were identified.

Neuromarketing and its tools are an emerging and evolving field that bridges the gap between consumer behavior studies and neuroscience. These new technologies are used in the field of neuromarketing and neuroscience to observe the brain areas involved, for example, in seeing, hearing, or smelling the product. For example, functional magnetic resonance imaging (FMRI), electroencephalography (EEG), and event-related potentials (ERP) are used to identify the active points in the consumer's brain when they see, smell, or hear the product or service being tested. How these different techniques and tools work in neuromarketing has always been somewhat confusing to marketers. This study aims to examine the research articles published on the ScienceDirect website by identifying the current state of neuromarketing tools and electroencephalography (EEG) in neuromarketing to identify research gaps and provide recommendations for the application of this technique for experimental research for marketers. Using a two-stage bibliographic methodology, we show that although "neuromarketing" is the focus of research on the ScienceDirect website, there are not many empirical studies examining electroencephalography (EEG) and the combined use of this technology in consumer behavior. However, the use of this tool to screen messages and promotional materials has received the most attention. This study highlights the limitations of a systematic investigation of EEG issues in neuromarketing by examining FMRI, EEG, and ERP technologies. It also focuses on consumer behavior, particularly online shopping decision making, website design, and consumers' physiological responses to the brand. In addition, future studies are expected to be completed by combining EEG and neuromarketing technologies.