Integrating value-based marketing in the banking industry
Subject Areas : Jounal of Marketing Management
foroogh abedi
1
,
Hamid Reza Vkili Fard,
2
,
Maryam Khalili Araghi
3
,
hamidreza kordlouie
4
1 - Doctoral student of Business Administration, Department of Financial Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Full Professor, Department of Financial Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor, Financial Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Associate Professor, Department of Financial Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
Keywords: Marketing, Value Creation, Bank, Competitive Advantage. ,
Abstract :
Introduction: The aim of this study is to examine all dimensions of marketing related to value creation in the banking industry. The effectiveness of a service or product is achieved when all dimensions within, outside, and between organizations are carefully examined from the time of ideation to implementation. Therefore, all three dimensions have been examined in this study.
Research Method It is applied-developmental in terms of purpose and descriptive in terms of data collection and mixed in terms of data nature and was conducted using an exploratory method. The method of analyzing the interviews was conducted using the coding process (open, axial, selective) and textual analysis of the interviews in the qualitative data analysis software MAXQDA 2018. Interviews were conducted with university professors and expert managers in the banking industry (the sample consisted of 12 people, who were selected by purposive sampling based on the criteria of experts and experts in the banking industry managers with 20 years of experience and at least ten years of management experience and their field of specialization was management) and in the quantitative part of the questionnaire (in two communities of customers and employees) in two descriptive and inferential methods using factor analysis through SPSS 16 and Smart PLS software. Findings: Data analysis yielded a set of influential variables in the development of value creation in the banking industry with a marketing approach and the effects of these variables, as well as practical scenarios.
Findings: Data analysis yielded a set of variables that were effective in developing value creation in the banking industry with a marketing approach and the effects of these variables, as well as practical scenarios.
Conclusion: The results indicate that the intra-organizational dimension plays the most effective role in the value creation process, followed by the inter-organizational and extra-organizational dimensions. Customer value is a very comprehensive concept that encompasses all human interactions. In this study, we have reached a new horizon of marketing as human-oriented marketing that explores in an applied way about humans (customers) and their behaviors, which can be used in all practical branches of marketing.
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