Designing a Sustainable Marketing Model with an Emphasis on Sustainable Development in Iran's Banking Industry

Subject Areas : Management and Sustanable Development

Reza Anoushehi ¹ , محمدرضا کریمی علویجه ² , Nader Gharib Navaz ³ , Elham Faridchehr ⁴

1 - 1. Ph.D. Student, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
2 - Associate Prof, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran.
3 - 3. Assistant Prof, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
4 - 3. Assistant Prof, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.

Received: 2024-07-02 Accepted : 2024-10-13 Published : 2024-12-19

Keywords: Sustainable Marketing, Sustainable Development, Banking Industry, Data Base Theory. ,

Abstract :

The role of sustainable marketing as a central phenomenon in competitive industries including the banking industry is undeniable. The purpose of this research was to design a sustainable marketing model with an emphasis on sustainable development in Iran's banking industry. The current study is fundamental in terms of purpose and qualitative. In the qualitative part, a semi-structured interview was used to collect data, and the Foundation's data theorizing method was used to theorize about the topic. The statistical population consisted of 20 marketing professors and heads of branches in the National Bank. This research obtained 140 primary codes, 27 core categories, and 10 macro categories after conducting interviews. The sampling method in this section was the snowball approach. The data were analyzed with three types of open, central, and selective coding, and relationships between interviews were extracted with MAXQDA20 software. In the quantitative part, a questionnaire was used to collect data, and structural equation modeling was used to validate the model. The statistical population in the quantitative section consisted of 384 customers of Melli Bank. The cluster sampling method was simple. First, Bank Melli branches were divided into 6 clusters and questionnaires were distributed among customers in each cluster based on a random approach. Based on the results of the research, it was determined that individual psychological factors, sociocultural factors, and demographic factors affect sustainable marketing. Sustainable marketing, a complex competitive environment, and motivational factors affect sustainable development and sustainable development has been effective in improving financial performance, employee performance, and marketing performance in Melli Bank.

 

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