A Futurology-Based Study into the Key Factors Affecting the Competitive Advantage with an Emphasis on Social Marketing (Case Study: Refah Bank Staff)

Subject Areas : Futurology

mahdi karimian kakolaki ¹ , Mohammad Haghighi ² , abdolkhalegh gholami chenarestan olia ³

1 - دانشگاه آزاد واحد یاسوج
2 - University of Tehran
3 - Islamic Azad University Yasooj

Received: 2020-07-06 Accepted : 2020-09-23 Published : 2022-08-23

Keywords: modeling of Structural equation, Futurology, Social marketing, Competitive advantage,

Abstract :

This research took a futurology-based approach to study and analyze the key factors influencing the competitive advantage with an emphasis on social marketing in Refah bank staff. The study was of applied type in terms of its purpose and of descriptive type in terms of data collection. The six hypotheses used in this study were taken from a conceptual model which was obtained in a qualitative research. Further, the data was gathered via a researcher-developed questionnaire. The statistical population of the study included 200 mangers and experts of Refah bank. The sample of the study also consisted of 127 managers and staff done by gorjesi and Morgan table through clustering method. For validity check, face and content types of validity were checked and for reliability, Chronbach alpha was used. Given the low number of participants, PLS, which is a variance-based technique for path modeling, was employed to analyze gathered data. The obtained results of the study confirmed all of the hypotheses. Accordingly, it could be concluded that the key factors influencing the competitive advantage for Refah bank staff are “social responsibility”, creating confidence and welfare for customers”, “implementing customer–oriented policies”, and “emphasizing on customers’ fidelity and satisfaction” through purposive marketing and green marketing methods.