Commercial Surveys

Commercial Surveys

Analysis of Relationship Marketing Gap in Shahr Bank With Importance-Performance Approach

Document Type : Original Article

Authors
1 PhD student, Department of Management and Accounting, Faculty of Management, I, Sari Branch,.slamic Azad University.Sari, Iran
2 Assistant Professor، Department of Management and Accounting، Faculty of Management، Tehran Branch، Payam Noor University، Tehran، Iran.
3 Assistant Professor, Department of Business Administration, Faculty of Management, Islamic , Behshahr Branch.,Azad University .Behshahr, Iran.
Abstract
The present research was conducted with the aim of analyzing the relationship marketing gap in Shahr Bank with the importance-performance approach. This research is based on pragmatic philosophy and was carried out with an inductive-deductive approach. Also, it is applied-developmental in terms of purpose and survey-cross-sectional in terms of data collection. In line with the goal, an exploratory mixed research design was used. The community of participants of the qualitative part included marketing professors and managers of Shahr Bank of Tehran, and theoretical saturation was reached after 21 interviews. The statistical population of the quantitative part was the senior managers and assistants of Shahr Bank branches in Tehran. The sample size was estimated to be 147 people and the cluster-random method was used for sampling. The data collection tools were semi-structured interviews and questionnaires. The data was collected in the qualitative part with the grounded theory method and Maxqda software, and in the quantitative part, the importance-performance analysis method was used with the SPSS software. The research findings showed that causal conditions (relational marketing motivations and pressures and technological motivations and pressures) affect the central phenomenon (relational marketing). The mentioned component along with the underlying conditions (technological factors and structural factors) and intervening conditions (management and process factors) affect the strategies and actions (requiring the bank to respond to the existing pressures on relational marketing: support and decisions). Finally, the mentioned component leads to consequences such as (characteristics of relational marketing: economic, competitive, managerial, technological and communication).
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Subjects


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Volume 22, Issue 128 - Serial Number 128
November and December 2024
Pages 77-96

  • Receive Date 13 July 2024
  • Revise Date 31 August 2024
  • Accept Date 24 September 2024