Exploratory Factor Analysis and Confirmatory Factor Analysis of Marketing Capabilities of Bank Melli Iran Brand in Tehran Province

Subject Areas : Marketing

mohammad najafzadeh ziaodin ¹ , Sayyed Abbas Heidari ² , Bahram Kheiri ³

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
3 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2022-07-25 Accepted : 2022-10-17 Published : 2023-06-22

Keywords: Exploratory Factor Analysis, Tehran province, Bank Melli Iran, Marketing capabilities, Verification Factor Analysis,

Abstract :

Background: Marketing capabilities, if high in companies, will enable them to obtain information about competitors' actions and reactions, create special value for their customers and create barriers to the entry of competitors and prevent their threats.Objective: Exploratory factor analysis and confirmatory factor analysis of marketing capabilities of Melli Bank of Iran brand in Tehran province. Materials and Methods: In terms of the type of research, the research was applied and based on the path in terms of descriptive type, based on cross-sectional time and based on the implementation of the field type that was conducted in Melli Bank of Tehran. The type and method of research in this research is descriptive method. Results: For all models, the value of the division of kai statistics 2 to the degree of freedom less than 2 and the amount of RMSEA was less than 08.0, so it can be concluded that the mentioned models have a good fit.