Identifying the effective factors on relational marketing in the banking industry under the conditions of embargo on private banks and its ranking

Reza Mohammadi ¹ ( Ph.D. student in the field of Business Administration - Marketing, Faculty of Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran. )
Sina Nematizadeh ² ( Associate Professor, Faculty of Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran. )
Seyed Abbas Heydari ³ ( Associate Professor, Faculty of Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran. )

Submited date : 2023-05-25 Accepted date : 2023-08-07

Keywords: Relational marketing, Banking industry, boycott of private banks,

Abstract :

This research is in terms of practical purpose, in terms of mixed exploratory data (qualitative and quantitative) and in terms of research implementation method, it is of the type of foundation data (qualitative phase) and cross-sectional survey (quantitative phase). The population of the qualitative stage was all the managers and specialists of the private banks in the west of the country, from whom 21 people were selected by the targeted snowball method, and the statistical population in the quantitative part was all the employees of the private development banks of the west of the country, among them there were 250 people based on the formula Cochran was selected as a sample by stratified random method. The research tools were interviews and questionnaires .used. Data analysis was done based on pls software and foundation data. The results showed that expanding communication, using social networks, mpowering management causal conditions, organizational planning, effective organizational strategy interactive strategies, intra-organizational support and extra-organizational support. Among the intervening conditions, organizational participation, capable human resources and customer satisfaction are background factors. One of the consequences of the implementation of the cases raised is to reach the related marketing of the banking network in the conditions of sanctions.