E-business model design and sustainability of banking services by Theme theory method (Case study : Mehr Bank of Iran, West Azerbaijan Province)

In today’s world, all businesses are evolving. Communication and information technology, as one of the new technologies, has caused tremendous changes in the business world. In the world of e-commerce, companies have the opportunity to communicate more with both suppliers and customers, which on the other hand leads to increased sales and access to more resources with reasonable prices and lower costs, and reduces the number of intermediaries. Will be the purpose of this research is to design the model of electronic business and the sustainability of banking services using the theme theory method. The research method in this research is qualitative and theme analysis is used. The sample selection method was purposeful sampling and the data collection continued until the theoretical saturation stage using in-depth and semi-structured interviews. In total, theoretical saturation has been obtained from interviews with 18 research experts. E-business strategy can be a kind of road map guiding the organization to facilitate the achievement of its goals and provide services to customers on a regular and continuous basis. To take advantage of opportunities and avoid threats, banks need to develop their services in line with technological changes. These changes create the opportunity to spread the use of electronic banking among people more easily.