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This paper is aimed at proposing an appropriate e-business model for Iran banking industry using mixed research (qualitative -quantitative) methodology. For this purpose, after examining e-business models for financial services 10 experts and managers in the banking industry of the country at various levels during were interviewed in qualitative phase. Gathered data was analyzed using qualitative content analysis and a questionnaire was prepared and used as the basis of quantitative phase of study. The quantitative data was collected and then analyzed for descriptive and inferential statistics. Based on results final model of the research was determined. The results of the research show that the proposed e-business model for banking industry is comprised of four main dimensions including: provided value, customers, suppliers and financial management. Generally speaking, the main components were classified as 10 main categories, i.e. product/service, target customers, distribution channels, customer loyalty, insurance, resources and competencies, cooperation network or partners, cost structure, revenue structure and electronic intermediaries. At the end, as per the obtained issues and scope, some policies and research proposals are presented.

Keywords: Financial services, E-banking, Mixed research method, E-business model

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