providing a model of the impact of open innovation on the competitive advantage of electronic services in the banking system: a mathematical approach

The purpose of this research is to provide a model of the impact of open innovation on the competitive advantage of electronic services in the banking system (case study: bank of agriculture branches in shiraz city). the statistical population included specialists and experts in the field of electronic services in the banking system of shiraz bank of agriculture branches, who were selected as participants in the research using a targeted sampling approach. the data was collected by semi-structured interview method. in order to obtain the reliability and validity of the data, two methods of reviewing the participants and also reviewing the experts who were not participating in the research were used. the reliability of the model was evaluated using the kappa index. the value of the kappa index equal to 0.662 was calculated and it was placed at the level of valid agreement. interviews and coding were analyzed using maxqda software. finally, based on the identified final criteria, the model derived from the foundation’s data analysis method is presented. in the results of axial coding, 76 primary codes are grouped into 11 categories. the categories include banking marketing, electronic banking, market research, and human aspects of innovation, banking performance, organizational factors, banking technology, banking users and customers, external environment. the bank has been a competitive advantage of the bank and service innovation.