Investigating the path analysis of smart marketing strategy on improving the marketing performance of Saderat Khorasan Razavi Bank | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقاله 11، دوره 16، شماره 5، مرداد 2025، صفحه 119-128 اصل مقاله (511.95 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2022.27703.3691 | ||
| نویسندگان | ||
| Mahdieh Iravani؛ Soheil Sarmad Saidy* ؛ Behrouz Ghasemi | ||
| Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran | ||
| چکیده | ||
| One of the reasons for the poor performance of some bank branches is their poor marketing. On the one hand, there is no specific tool to measure the development of marketing activities in the branches, especially the issues that are under the control of the branches themselves; Therefore, a concept called "smart marketing" has been defined to check to what extent the branches are in front of the smart environment and with what quality they carry out marketing measures according to their authority. Therefore, the purpose of the current research was to analyze the path of intelligent marketing strategy to improve the marketing performance of Saderat Khorasan Razavi Bank. According to the research process, the research method is a descriptive survey. The statistical population is all managers, assistants and marketing experts of Bank Saderat Khorasan Razavi in the number of 567 people, of which 229 people were selected by simple random method. The data collection tool was a researcher-made questionnaire, and the data were analyzed using the structural equation modelling method and Lisrel software, and the results showed that there was a positive and significant effect on all research variables. | ||
| کلیدواژهها | ||
| smart marketing؛ strategy؛ development؛ Saderat Bank؛ marketing performance | ||
| مراجع | ||
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