چکیده:
The aim of this applied research is to identify and prioritize effective strategies and actions in banking industry marketing, conducted as a case study at Bank Melli Iran. In this regard, the components (strategies) and sub-components effective on marketing (strategic actions) were identified, their current status was evaluated, and the importance of each was determined. To tailor these strategies to the studied bank, the opinions and collective consensus of experts from the studied bank were obtained in the form of a fifteen-member decision team consisting of senior, middle, and operational managers and experts from Bank Melli of Khorasan Razavi province. Then, using group-fuzzy AHP, the weight of each factor was determined. The inconsistency ratio for all tables, as well as the overall inconsistency ratio for each table, was less than 0.1. The questionnaire for evaluating the current situation and the capability of implementing each strategy was completed by the decision team. Finally, the data were placed in a two-dimensional weighted capability-gap matrix and priorities were determined. The content and face validity of this questionnaire were confirmed using the subject literature and the status of the studied bank. In this research, a total of 5 strategies and 22 strategic actions were investigated. To determine improvement priority, the weight of factors and also their distance from the ideal state were calculated. Based on the findings, the strategic actions of sales meetings, television marketing, and newspapers and media were ranked first to third. Inviting large customers of bank services and holding periodic meetings will encourage these customers to use the bank's services. Hiring off-bank marketers and paying sales commissions for bank services to customers provides the ground for expanding sales meetings. In line with the prosperity of television advertising, considering market segmentation and the service to be advertised, the target market should first be identified and then a suitable message should be broadcast at an appropriate time.
خلاصه ماشینی:
Investigating strategies for attracting customer participation in the banking industry based on marketing mixes and selecting the best scenario 1 Pages 43 to 74 Amirhossein Akhravi Received: 2023/06/18 Hossein Zamani Noqabi 2 Accepted: 2023/08/26 Article Type: Research DOR: 20.
2. 3 Abstract The aim of this applied research was to identify and prioritize effective strategies and actions in the marketing of the banking industry, which was conducted as a case study at Bank Melli Iran.
Integrated marketing communications attempts to coordinate and control various elements of the promotion mix – advertising, personal selling, public relations and publicity, direct marketing, and sales promotion, and thereby produce a uniform message focused on the customer and also achieve various organizational goals (Mangold and Faulds, 2009).
D 4 A 4 Television marketing D 3 A 1 Parties Third, although the bank has appropriate capability for D 1 A 5 Stadium awareness to improve them, they do not require as much improvement and focus as region 1: D 1 A 2 Catalogs, films, and tapes D 1 A 4 Installing advertisements on buses D 3 A 4 Performing charitable and social activities D 4 A 1 In-person service demonstration D 4 A 1 Catalog sales D 2 A 4 Low-interest credits D 2 A 3 Prizes and gifts D 4 A 3 Business negotiations D 3 A 3 Annual reports improvement is not very necessary, and D 2 A 5 Recreational programs Fourth, there is no issue regarding the necessary infrastructure and capability for D 4 A 4 Electronic mail sales improvement.
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