The Relationship between Marketing Performance and Competitive Advantage at Mellat Bank Branches of Tehran

Marketing and its impact on competitive advantage are the key issues in marketing management. Whatever, the bank can gain a better understanding of the customer s needs, as well as the activities of competitors and factors influencing on market conditions and disperses this information at all levels of the organization, it will be more capable of surviving in a competitive market. Therefore, identify the relationship between marketing performance and competitive advantage at Mellat Bank Branches of Tehran is the main objective of this research. The marketing performance of Tehran Mellat Bank was studied in terms of efficiency, effectiveness and adaptability. This research is applicable in terms of purpose and is descriptive-field in terms of method. The library-documentary and questionnaire method has been used to collect the required data and information. Sampling was done randomly and student self-made questionnaires were distributed among employees to measure marketing performance and competitive advantage. The statistical population of this research was all branches of Mellat Bank of Tehran that number of statistical samples was 200 by using Cochran s formula. Data analysis was performed by using Structural Equation Modeling Test with the LISREL software and the results of the research showed that there is a significant and positive relationship between marketing performance and competitive advantage among employees of Mellat Bank of Tehran.

کلیدواژه ها:

Marketing Performance ، Efficiency ، Effectiveness ، Adaptability ، Competitive Advantage ، Tehran Mellat Bank