Explaining financial marketing drivers of National Bank of Iran based on customer characteristics with ISM approach

The current research aims to explain the financial marketing drivers of the National Bank of Iran based on the characteristics of customers. According to the method of data collection, the current research is of a descriptive type and has been carried out in the form of a survey. The statistical sample of the research is initially ۱۵ experts of Bank Melli and university professors in the field of marketing and financial management, and in the quantitative part, ۳۹۱ people are experts, employees and customers of Bank Melli branches in Tehran. The sampling method was clustered in the first stage and then was simply random. This research has initially identified the drivers of financial marketing through a research background. In the following, using the questionnaire of paired comparisons and the interpretive structural modelling technique (ISM), the factors identified in the previous section were structured by experts to present the model. Then, in order to fit the formed model, the questionnaire tool and structural equation modelling technique and Lisrel software were used. The findings of the research indicate the placement of ۷ identified effective factors in three general levels. Also, the findings of the research have identified the factor of competitive dynamics and the difference in customer characteristics as the initial and primary factor in the development and implementation of the financial marketing of National Bank, according to the characteristics of customers. Other results of the research include the outputs of customer value perception, profitability, economic problems, alternative investment markets, marketing research and customer relationship management, service innovation and product portfolio. Also, all hypotheses and relationships examined in the research model were confirmed. The results of the research indicate the development of financial marketing through research and development, and managing relationships with more customers.

کلیدواژه ها:

financial marketing ، customer characteristics ، Banking Industry ، interpretive structural modeling ، Structural Equation Modeling