Review and Evaluate of Effective Factors on Marketing Management Absorb of Liquidity Techniques Using TOPSIS and AHP(Case Study:Tejarat Bank)

Subject Areas : Jounal of Marketing Management

R. Samadipour ¹ , Gh. A. Bazaee ²

1 - دانشجوی کارشناسی ارشد مدیریت بازرگانی- بازاریابی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد تهران مرکزی، تهران، ایران
2 - استادیار دانشکده مدیریت دانشگاه آزاد اسلامی، واحد تهران مرکزی، تهران، ایران

Received: 2014-05-01 Accepted : 2014-05-01 Published : 2014-04-21

Keywords: marketing management, Liquidity absorption, Tejarat Bank,

Abstract :

The aim of present study is to investigate and evaluate the effective factors on marketing management of liquidity absorption in Tejarat Bank as an actual case. To identify the most important measures influencing on liquidity absorption, to prioritize criteria of present study and to select the best strategy for absorbing liquidity based on priority of studied criteria, Delphi technique, multi-criteria decision-making models and AHP, and TOPSIS technique are used, respectively. Participators included the experts and senior experts of studied area. Thirty experts were selected as sample by Delphi from a group including 10 members and by AHP. At the final stage based on communication matrix and TOPSIS, views of an expert team of experts were used. Data was mainly gathered by questionnaire. Three questionnaires were used: Delphi questionnaire, questionnaire related to experts, and a questionnaire based on communication matrix of main criteria and strategies. The results of prioritizing criteria using AHP concluded that unexpected withdrawal of equity capital is the highest in priority followed by conveyed policies of Central Bank (CB), saving deposits, investment deposits, demand deposit, proper resource management, investment and participations and adequate training for coworkers and finally granted facilities. It can be concluded that the best option for liquidity absorption using TOPSIS is fund diversity followed by strategies to net increase in bank account, increase in current account with CB, and finally deposit absorption.