Investigating customer capital attraction factors with emphasis on the role of social marketing media (case study of Mehr Credit Financial Institution)

Dissertation for M.A.

Field: Business Administration

Marketing Orientation

"Abstract"

The purpose of this research was to investigate the role of social marketing media in depositing customers of Mehr Financial and Credit Institution in Tehran province. The current research is descriptive and correlational in terms of its purpose, which is practical in terms of its purpose, which collected data in the field research method. The statistical population of the research included the clients of Mehr Financial Institution in Tehran, and considering that their number is unknown, the size of the statistical population was considered unlimited, and Cochran's formula was used to determine the sample size for unknown populations, and the sample size was estimated to be 384 people. The main tool for collecting information was a questionnaire, whose validity was verified by a panel of experts and its reliability was verified by calculating Cronbach's alpha coefficient for different parts of the questionnaire. The results showed that the respondents use television media the most and that social marketing media can have the greatest impact on commitment to social and human moral principles. In examining the stock value of social marketing media, it has the role of increasing the retention rate of previous customers and increasing their satisfaction with Mehr Financial and Credit Institution. In investigating the communication of media stocks, it has the role of explaining the strengths, weaknesses, threats and opportunities raised regarding the services and facilities of the financial and credit institution. In investigating the impact of social marketing media on the intention to deposit in Mehr Financial Institution, logistic regression was used. The obtained results showed that age variable, average monthly income variable, number of family members variable, marketing activity variable, media appropriateness variable, brand value variable and stock communication variable entered the equation. The negative coefficient of age, income, media appropriateness and stock communication indicates the negative effect of these variables and shows that with the increase in age, income, social marketing media suitability and stock communication, the amount of deposit decreases.

Key words: marketing, media, social marketing, deposit, brand value, stock communication

Introduction

In this chapter of the research, the generalities of the research are presented. In this chapter, the research problem is stated at the beginning, which is the description of the problem and its presentation in the form of key questions to answer with the help of research. In the next step, the necessity and importance of the research is stated, which is why to do the work and introduce possible users of the research results. The objectives of the research, which determine the process and results of the research, are formulated in the next step, and what the research aims to do is determined, and according to the objectives of the hypotheses or research questions, which is a path for the implementation of the research. Also, in this chapter, the limits of the research, the background of the research and the operational definition of the words for a common understanding of the concepts are proposed. By collecting surplus funds and giving loans to applicants, banks fulfill their traditional role of mediating between depositors and borrowers (Tawakal, 2013). Usually, attracting financial resources is very important in the activities of a bank. Although factors such as the industrialization of societies, expansion and transformation in social activities and as a result the emergence of new needs have been important and effective factors in the creation and expansion of financial institutions, but economic development and progress are also considered one of the most important factors in the expansion and transformation of these institutions (Razani, 2012), in fact, financial institutions have been formed to facilitate the progress of other economic institutions, and therefore it can be said that the existence of advanced financial institutions and markets along with the use of modern methods, with a degree of development of a The country has a direct connection (Haghkhonas Kashani, 2012). In this situation, attracting more financial resources and effective competition in attracting these resources by different banking groups is one of the issues that has been and continues to be the focus of financial and credit institutions. Nowadays, apart from the competition between the existing public and private banking groups, the creation of new private banks, new financial and credit institutions, as well as the expansion of the scope of activities of Qarzul-Hasna institutions have also become more important and therefore they have competed in the country's banking system in attracting financial resources (Foruzandeh, 1379).One of the major proofs of providing new services is gaining confidence and attention and encouraging more people to deposit in banks. In this direction and during the last few decades, the expansion of social marketing media such as social networks, internet, satellite networks, etc. New fields have been created to attract more banking resources and provide better and faster services to customers. The purpose of social marketing media is to explain the position and introduce the capabilities of a bank and to create the necessary clarifications about the conditions and unique position of that bank in the field of providing services to customers (Khizra, 2015). Therefore, in the current competitive market, which is accompanied by the privatization of a large number of state-owned banks, it is appropriate for banks to think as quickly as possible to attract resources on the one hand and retain their customers on the other hand (Khajezadeh, 2013). On the other hand, today, the customer's judgment in banking matters is based on the bank's ability to help solve problems and develop business. Security, transaction speed, consumer friendliness and convenience, ease of use, trust and privacy issues are among the most important factors in choosing a bank by a customer (Tahiri Borojni, 1379).

Today, innovative methods, effective customer orientation, provision of efficient technologies, servicing and customer-desired services are required. was (Maghuinjad, 1378). New organizations have turned to social marketing approaches to respond to tasks and meet expectations. You can clearly see the significant emphasis of a number of banks in the country on different aspects of social marketing. An important point that can be stated in this regard is to pay attention to the advertising and information aspects of these activities (Public Relations Department, 2018).

The philosophy of social marketing in banks is that bank managers should show their customers that they care about their well-being and the interests of society in addition to the bank's interests. If banks are not able to show their adherence to social responsibilities, they will lose an important part of the function and benefits of social marketing and its effect on strengthening their brand (Abonuri and Sepanlu, 2014). On the other hand, if they have the ability to prove this restriction, in addition to retaining customers and gaining their loyalty, they will be able to attract more customers.

In social marketing, the effort is to influence the opinions and behavior of the society, and from this point of view, it is referred to as a planned process to influence the optional behavior of the audience group in order to achieve a social goal. In social marketing, different audiences are considered and it is necessary to pay attention to them to achieve success, identifying and paying attention to internal groups and external groups (internal and external marketing) is very important in the marketing plan. The continuation of changing social behavior is only possible with changes in society's policies, and in this field, media support is considered an effective supplement for social marketing. Paying attention to these constituent elements of the marketing mix, which today has expanded from its previous traditional form, will guarantee the success of a social marketing program (Soleimani Beshli and Baroutian, 2018).

To be successful in social marketing, messages must be presented where the audience is present. Using local newspapers, department stores, music groups, etc. They are considered among these and therefore social marketing is much wider than television advertising. Using a combination of mass media, gatherings, small groups and individual activities can be more effective. When a simple and clear message is repeated in many places and throughout society, it is more likely to be seen and remembered. The extent of the paths used depends on the budget of the program and the results of research on the channels that affect our audience (Hosting[1], 2007).

Social marketers design programs that have the most benefit and effectiveness. One of the famous models that describes the stages of behavior change in an audience group, and its principles are widely used in social marketing, is Prochaska's model of stages of change.