Evaluation and study of effective factors in absorbing the sources by marketing mix in Bank Saderat Iran

Subject Areas : Jounal of Marketing Management

maryam  geranmayeh ¹ (Master of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran)
marziyeh  geranmayeh ² (Master of Human Resource Management, University of Tehran, Tehran, Iran)

Received: 2020-01-11 Accepted : 2020-02-23 Published : 2019-09-23

Keywords: services marketing, Price, marketing mix, place, Promotion, Product,

Abstract :

With the financial markets becoming more competitive and expanding the activity of private banks and financial institutions, paying more attention to marketing and applying effective marketing techniques and strategies to attract customers and increase deposits has become more important. The use of some mix of marketing factors such as accessibility and availability of services and the speed and variety of services provided and appropriate advertising can increase deposits in corporations and banks. The target of this research is to present a proper scientific strategy in order to apply the effective factors in absorbing the resources and to present a clear view of banking services marketing on marketing mix in branches of Bank Saderat Iran in Tehran. This research is descriptive survey and data collection and is based on questionnaire (a 5-point Likert scale) and cluster classification method is based on geographic regions. By taking into account the population Unlimited, sample size has been determined 318. Cronbach's reliability test achieved 97%. According to the results of the technique t-student and Freidman and Wilcoxon test criteria, the factors place, product, price and promotion have been respectively effective in attracting deposits. In terms of the gap between current and desired situation, respectively the place, promotion, price and product have been situated.  

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