Journal of Management and Business Solutions 3092-7226 4 Serial Number 20 2026 07 01 Validation of the Value-Creation-Based Smart Banking User Needs Model (Case Study: Bank Melli Iran) Validation of the Value-Creation-Based Smart Banking User Needs Model (Case Study: Bank Melli Iran) 1 15 EN Journal Article 2025 11 10 <p>Validation of models grounded in modern marketing strategies can provide a foundation for enhancing competitive performance and creating a distinctive customer experience in the banking industry. The objective of the present study was to validate a value-creation-based smart banking user needs model (case study: Bank Melli Iran). In terms of purpose, the study was applied, and methodologically it employed a quantitative design using a structural modeling approach. The statistical population consisted of users of the BAM digital banking system of Bank Melli Iran in South Khorasan Province (N = 129,000). A sample of 384 participants was selected using the Morgan sampling table through convenience sampling. Data were collected using a researcher-developed questionnaire. The validity and reliability of the instrument were confirmed through convergent and discriminant validity as well as Cronbach’s alpha coefficient (α = 0.976). Data analysis was conducted using SmartPLS 3 software and structural equation modeling (SEM). The findings indicated that the overall model fit index (GOF) was 0.487, demonstrating strong validity of the research model.</p> https://www.journalmbs.com/index.php/jmbs/article/download/168/162