Investigating the impact of social marketing factors on the brand value of Bank Melli from the customers' point of view (a case study of Bank Melli branches in North Khorasan)

Master's thesis in the field of business management, marketing orientation

Summer 2011

Abstract:

This research with the subject of" Investigating the impact of social marketing factors on the value of the bank's brand from the customers' point of view (case study: North Khorasan National Bank branches) has been carried out. Because in today's world, with the growth of technology and information technologies, public welfare has increased and the standard of living in different societies has increased, increasing the level of awareness and expectations of customers. Currently, accepting a customer-oriented approach has become a requirement for organizations, and an organization that does not adapt to this approach will be condemned to destruction and failure. Until recently, the competition between companies was to acquire more market share, but today, organizations are looking to increase the customer share.

Paying attention to the competition and understanding the desired market behavior is the key to success in using the social marketing perspective. A correct understanding of competitor ideas and behaviors and increasing the amount of benefits of the desired behavior or reducing the amount of costs and barriers to achieving it will change the competition market in favor of the product or service. This research is descriptive and survey in terms of practical purpose and in terms of data collection method. In this research, data was collected using a questionnaire. These questionnaires are collected by cluster sampling method among customers  It was distributed and 254 of the returned questionnaires were initially approved. In this research, 6 hypotheses have been proposed. Following the data analysis and hypothesis testing, using the mean equality test with a fixed number (one-sample t test) to examine the hypotheses and Wilcoxion's non-parametric test have been used. The final results of this research are summarized as follows: In all the social marketing factors that were evaluated for the value of the brand, the customers' understanding of the services received by the bank was positive. On the other hand, the impact of social marketing factors on each dimension of brand value was examined, and according to the results of Ben Feroni's test, social marketing factors had the greatest impact on brand satisfaction and had the least impact on brand loyalty. Key: social marketing, brand value,  Customer orientation

Chapter 1

Research overview

1- Introduction:

The concept of social marketing is the last and newest concept that is proposed in the five philosophies of marketing. Social marketing is the application of commercial marketing technologies for the analysis, design, implementation and evaluation of programs designed to influence the voluntary behavior of the target audience in order to improve the level of their individual well-being and their society. (Andreesen[1], 1934,20)

Brand equity is one of the concepts that became increasingly important in the 1990s. One of the academic pioneers in the brand is David Acker from UC Berkeley. Acker defines brand value as follows: a set of assets and liabilities associated with a brand name, name and symbol, which adds or subtracts value to a product or service provided to a company or its customers. This group of assets are: first) brand loyalty second) brand awareness third) perceived quality fourth) brand reputation fifth) brand satisfaction. (Aker [2], 1991, 15)

Today, with the growth of technology and information technologies, public welfare has increased and the living standards in different societies have increased, increasing the level of awareness and expectations of customers. Currently, accepting a customer-oriented approach has become a requirement for organizations, and an organization that does not adapt to this approach will be condemned to destruction and failure. Until recently, the competition between companies was to acquire the largest share of the market, but today, organizations are looking to increase the share of customers.

Paying attention to the competition and understanding the desired market behavior is the key to success in using the social marketing perspective. Correct understanding of competitor's ideas and behaviors and increasing the amount of benefits of the desired behavior or reducing the amount of costs and obstacles to achieve it will change the competition market in favor of the product or service.

Banks should know that the creative relationships between customers and their organization and the set of quality services and the nature of the services purchased during the purchase depends on the quality of the interaction and relationship between the customer and the employee, and the customer's judgment about the bank is based on the bank's ability to help solve problems and develop his business. Banks are technical.

According to the fact that the focus of social marketing is to pay attention to the customer, banks can be aware of the needs and wants of their customers with the correct use of social marketing and provide services in line with the needs and wants of their customers, thus showing that they respect the wishes of the customers and give priority to the customer, which leads to loyalty. customer satisfaction and the popularity of banks, and these factors make the brand stronger and ultimately promote that brand.

1-2- Statement of the problem

Social marketing is the use of commercial marketing techniques to achieve a social goal. Using social marketing to change behavior in the field of education, public health, and information training causes people to adopt healthy practices and avoid unhealthy practices. The first And the most important characteristic of social marketing is about behavior change, and this characteristic makes social marketing unique and different. (Donovan [3], 2011, 55)

The brand name has served as the foundation of marketing services in the 21st century. Commercial naming of services to  It is due to characteristics such as intangibility, heterogeneity, inseparability and impermanence from the trade name of physical goods. Research conducted in service sectors such as retail stores and banks shows that brand dimensions such as brand evidence and brand communication fundamentally affect consumer satisfaction and attitude and finally, the intention to repurchase the brand in the service sector. In the model of brand value in service sectors by Berry, brand value  It consists of two components: first) awareness of the brand and second) the concept of the brand. (Kam Fang Soo Weking [4], 2010, 593)

Brand value creates value for companies by designing efficient and effective marketing programs such as brand development and introducing new products. The brand name is considered the first competitive factor and the most valuable strategic asset. Creating a brand name allows credit institutions to encourage customers to make their decision based on factors other than price, that is, through building trust between the customer and the institution. The brand name is also important for customers and enables them to make informed decisions. (Asayesh and Shafi Khani, 2019)

The higher the value of the brand name and brand in the minds of consumers, the more benefits the company can gain from consumers. Continuous monitoring and control of this concept is an essential step in its effective management. One of the main reasons for the importance of this concept is its strategic role in gaining competitive advantage, which is achieved in the market. It is only through modifying programs, services or products to compete with less attractive, less available and more expensive behaviors. In this regard, steps such as planning, customer analysis, market analysis, analysis of channels and pre-tests, intervention, evaluation.

The issue investigated in this research is to identify the demands and expectations of customers from banks and to find the factors that strengthen and create brand value and the obstacles that exist regarding the lack of customer-centricity on the part of banks and how to increase the value and popularity of the banks' brand among Customers paid.

This research tries to address the dimensions of the brand in addition to the importance of the brand value and explain the effect that social marketing factors have on the brand, because the brand is a mental and spiritual movement that should be in the minds of consumers, buyers, shareholders, employees and users, and brand names have a social nature, and that brand is successful if people in the community have a sense of belonging and ownership towards it and consider that brand as their own.