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Representing a Model for Marketing Capabilities in Melli Bank of Iran
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| Mohammad Najafzadeh ziaodin1, Abbas Heydari *1, Bahram Kheyri1 |
| 1- Islamic Azad university |
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Abstract: (775 Views) |
| One of the most important approaches for organizations' success to get sustainable competitive advantages is to develop their marketing capabilities. The capabilities which are related to market and customers can affect lots of organizational outputs. In the current research, a model for marketing capabilities was represented for Melli Bank of Iran. This study was conducted on 260 experts and managers of different levels of Bank Melli, in which individuals were selected by stratified random sampling. By emphasizing theories and frameworks about marketing and market orientation capabilities and utilizing the view of Melli Bank experts, a preliminary model including 3 dimensions, 9 components, and 52 research indicators was extracted. Continuously applying structural equation model in LISREL software environment, the extracted model was tested, and the final definitive model of marketing capabilities including relationship marketing (contains customer relationship capability, marketing capability, and customer service capability), innovation capability (contains improving service quality capability, new service development capability, and branding capability) and internet marketing capability (contains online exchange quality, website content quality, and electronic service quality) was created. |
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Full-Text [PDF 1313 kb]
(869 Downloads)
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Type of Study: Theoretical Article |
Subject:
Monetary Policy, Central Banking, and the Supply of Money and Credit (E5)
Received: 2021/01/13 | Accepted: 2021/05/17 | Published: 2021/11/17
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