Identification and ranking of the marketing mix of services in the banking industry focusing on financial services & Investment using DEMATEL
Subject Areas :
Journal of Investment Knowledge
Reza Mohammadkazemi
1
,
saeed kardar
2
,
Mahnaz Pouriz
3
1 - Associate Professor in University of Tehran
2 - assistant Professor in Azad Islamic University - Science & research branch
3 - PhD Candidate in field of entrepreneurship - University of Tehran
Received: 2020-01-08
Accepted : 2020-02-10
Published : 2022-12-22
Keywords:
Services marketing mix factors,
DEMATEL,
. banking industry,
Abstract :
In the current competitive market, identify the major factors affecting the behavior of consumers is considered very important. Every organization needs to know to capitalize on one of the highest yield will be. The banks with the complex world of competition that they face, they need to recognize these factors. The factors that the manufacturing industry is different. Therefore, banks need to identify its own marketing mix and also have knowledge of the most important factors. Therefore, after reviewing research literature, these factors combined to identify and then using DEMATEL, to rank them and thus introduce the most important factor. According to the results, of which the price and the staff are most effective.
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