Designing the Market Share Development Model of Refah Kargaran Bank with the Approach of Analyzing the Competitive Environment of Iranian Banking

Subject Areas : Marketing

Abd Reza Amiri ^{1 *} , Mohammad Haghighi ^{2 *} , Ali Pirzad ³ , Abdolkhalegh Gholami Chenarestan Olya ⁴

1 - Ph.D. Candidate of Business Administration, Yasouj Branch, Islamic , Azad University, Yasouj, Iran.
2 - Associate Professor of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran.
3 - Department of Management, Yasouj Branch,Islamic Azad University, Yasouj, Iran
4 - Department of Management, Yasouj Branch, Islamic Azad University, Yasouj, Iran

Received: 2023-11-12 Accepted : 2024-01-06 Published : 2024-12-11

Keywords: Development Model, Market Share, Competitive Environment, Refah Bank, Fars Province,

Abstract :

This research has been carried out with aim of designing a model for development of market share of Refah Kargaran Bank with approach of analyzing the competitive environment of Iranian banking. The current research is considered to be a type of mixed research in terms of its applied-developmental goal and in terms of its implementation. The statistical population studied in this research includes experts. To determine the sample size, the snowball method was used, and based on this, the sample size was selected as 25 branch managers of Refah Kargan Banks. In order to analyze the quantitative data in this research, descriptive and inferential statistics were used. The findings showed that use of customer relationship management policies (need assessment, responsiveness, satisfaction and loyalty) had the most impact on increasing the market share of Refah Kargaran Bank with coefficient of 0.8425 and support and facilitation services of Refah Kargaran Bank were also It has taken the last place with a proximity coefficient of 0.4449. Based on results of research, proposed model presented by connecting and creating integration in effective themes in competitive environment will lead to the creation of coherent, comprehensive and coordinated cycle of the performance of each element in activities of Refah Bank.