Evaluation the Effect of 4S Web- Marketing on the Bank’s Profitability; Case Study Iranians Banks

Information and communication technology has created a new world. As time goes by, the physical world are placing whit the virtual world. In the new virtual world theboundaries, the rules and the characteristics of the physical world are changing and information and communication technology creates new business and new method in managementand work , all of business are influenced from this, so marketing method and principle change and new marketing method are used in new IT business. So, These changes affected the marketing mix and changed them.The traditional 4P marketing mix is replaced whit 4S webmarketingmix and organization are trying to succeed by using of the new technologies and new marketing methods in virtualmarket. Bank industry and its service are change and new business are created, so the method of marketing in bank should be adaptedby new business by considering the role of ICT in bank industry . In this paper, the effect of 4S web-marketing mix on theprofitability of Iran’s bank are measured by the using of the SCP profitability model. In experimental suggested model, two factors of 4S web- marketing mix has been fixed, and the effect of two other factors, the synergy and the site, are measured on profitability of bank by using of structure-conduct-performancemodel. The data source for this study was collected from the report of central bank of Iran during five years, from 2004 to 2008. Thedata were analyzed using SPSS software and Panel Data model. The results of estimating the profitability pattern with regards to 4S web-marketing in Iranians banks was positive and statistically significant.

کلیدواژه ها:

marketing mix (4P) ، bank profitability ، the model structure - conduct - performance ، 4S web- marketing mix ، panel data model