Retail banking and its effective marketing factors (Case study: Branches of Mellat bank in Sanandaj)

Subject Areas : Marketing

Sayed Mohammad MoosaviJad ¹ , Khabat Nesaei ² , Seyed Mohammad Reza Movahed ³

1 - Department of Management, Faculty of Humanities, University of Kurdistan, Sanandaj, Iran
2 - Department of Management, Faculty of Humanities, University of Kurdistan, Sanandaj, Iran
3 - Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran

Received: 2022-01-09 Accepted : 2022-03-15 Published : 2022-12-22

Keywords: Banking, Mellat Bank, Marketing factors, Retail banking,

Abstract :

Today, the banking industry plays a role beyond its inherent position in the Iranian economy, which means that it has taken on the duties of other sectors of the economy, especially the financial spheres. This degree of importance requires that more research be done in this industry. In the present study, according to two basic points; The prominent role of micro-banking in combining resources and reputation management of banks and the high number of micro-customers in banks in Sanandaj, micro-banking has been considered as a turning point of the present study. Therefore, the present study examines micro-banking and marketing factors affecting it. The present study is applied in terms of purpose and descriptive-survey in terms of method. The data collection tool is a questionnaire. The statistical population of the present study is all micro-customers of Bank Mellat branches in Sanandaj and 384 customers were selected as a sample using available Morgan table. The results showed that all research hypotheses are confirmed and there is a significant relationship between research variables.