Designing and providing marketing services for Sepah Bank in the banking industry

Subject Areas : business management

Hosein Adelkhani ¹ , farideh hagh shenas kashani ²

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

Received: 2020-03-11 Accepted : 2020-06-10 Published : 2020-09-22

Keywords: "SWOT model", "Banking Industry", "Marketing Strategies",

Abstract :

Based on open-ended questionnaires and interviews, opportunities and threats (macroeconomic, social, political, technological, and competitors) from the expert community were collected and then coded, indexed, and re-categorized and re-surveyed using the Grounded Theory and Entropy method. The component was then determined. Then there are 31 opportunities and 41 threats in 16 general dimensions (electronic banking and information technology, mental image, how and where to offer services, services and products, organizational structure and processes, liquidity status, social responsibility, transparency and administrative health, capital Human, income and profitability status, liquidity status, compliance with prudential, regulatory and regulatory requirements, capital status, asset quality, research and development, management quality). Also, the strengths and weaknesses of the bank from the internal expert community were determined based on the above methods and 19 strengths and 20 weaknesses in 15 general dimensions (customer assurance, banking, financial resources, quality of products and services, channel optimization Communication, New Business, Human Capital Management, Enterprise Capital Management, Profitability Opportunities, Employees, International Banking, Product Diversity and Service, Customer Relationship, Operational Process Improvement, Information Capital Management) Identified. 50 strategies have been formulated and based on QSPM matrix 30 strategies have been designed.