Designing a Sustainability Marketing Model in the Iranian Banking Industry

Document Type : Original Article

Authors

1 Management, Humanities, Ghods City Branch, Tehran, Iran

2 Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran

3 Assistant Professor and Faculty Member of the Faculty of Management, Islamic Azad University, Ghods Branch

4 استاد دانشکده علوم انسانی، گروه مدیریت بازرگانی، دانشگاه آزاد واحد شهر قدس

Abstract

Abstract
Objective: Banking is one of the most important and influential industries in the economic development of the country. Disadvantages of traditional banking became the impetus for this study to examine sustainable marketing in the field of banking.
Methods: The foundation data theory method was used in the qualitative part and structural equation modeling was used in the quantitative part. The statistical population consisted in a small part of 187 heads of departments, deputies and heads of branches in Bank Melli. Also, the statistical community in the qualitative section consisted of 20 experts and managers of Bank Melli. Qualitative sampling method; the snowball approach was clustered and simple in part. First, the North Tehran Branch Affairs Department was divided into 6 clusters and then, based on a random approach in each cluster, the questionnaires were randomly distributed.
Results: The research data were analyzed using three types of open, axial and selective coding. The causal conditions include: "Individual-psychological characteristics, socio-cultural characteristics and demographic characteristics"; the main phenomenon: "sustainability recovery"; Interfering factors: "motivational factors"; Background conditions: "Market behavior and competitors' behavior"; the proposed strategy was "Sustainability Development" and the consequences included: "Financial Performance, Marketing Performance and Employee Performance".
Conclusion: Based on the results of qualitative and quantitative analysis of the research, it was found that in order to improve the position of customers and their satisfaction, bank managers can implement and implement sustainable marketing in the bank, a suitable platform to achieve organizational excellence in the bank, Provide.

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History

  • Receive Date: 06 September 2021
  • Revise Date: 15 January 2022
  • Accept Date: 22 January 2022

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