Investigating the role of marketing on the new banking system in Khorramabad Melli Bank branches

Dissertation for Master's Degree in Business Management

Focus: Marketing

Abstract

E-banking is one of the main strategies of all banks in the world due to its countless advantages. Today, banking cannot be imagined without the use of electronic banking. Marketing is also one of the tools that can increase the growth of bank revenues. In this research, we have planned to investigate the role of marketing on the modern banking system in Khorramabad National Bank branches. In this survey research, in order to measure the research variables, a questionnaire derived from Tai Toi Hin's (2006) model with a 5-point Likert scale was used, which included 23 marketing questions (including 4 components of trust, guarantee, commitment and customer relationship management) and 16 questions of the modern banking system. This questionnaire was distributed among 389 customers of National Bank branches in Khorramabad. In order to analyze the data obtained from the questionnaires, due to the normality of the data, Pearson's correlation coefficient and linear regression method were used, and the research results showed that marketing and all its dimensions have a positive and significant effect on the modern banking system in the researched society.

Key words: marketing, modern banking system, trust, guarantee, commitment, customer relationship management.

Chapter First:

General research

1-1-       Introduction

A point that is very important in this era is that the field of competition in the banking system has become very complicated and difficult, and in future market predictions, it depicts a complicated situation; Because the place of foreign banks is still empty next to the existing banks, and this is where if the field of competition and rational and vigilant solutions are not paid attention to, the banks will suffer self-harm and will gradually be removed from the competition scene. (Terper [1], 2000: 60).

According to the said matters, in this chapter, the generalities of the research have been examined, which first states the main problem of the research, and then the importance and necessity of the research is examined, and then the basic objectives of the research, the assumptions of the research, the research method, the method of gathering information and the scope of the research are discussed, and at the end, the specialized words and terms of the research are defined.

1-2-       Statement of the problem

One of the characteristics of the current century is the amazing development of banking transactions and the increase in speed and quality in providing services. Service quality and customer satisfaction are strategic topics for service organizations. Providing high quality services is essential for the survival and profitability of organizations. The need to understand and improve the quality of services has been considered due to the benefits of providing high-quality services such as customer retention, customer loyalty, attracting new customers, creating sustainable customer satisfaction, etc. for the organization. In today's competitive world, providing high quality services is a necessity for service organizations, especially banks (Stavers and Westberg [2], 2009: 87). In recent years, the banking industry has undergone significant changes due to major changes and developments in the fields of technology and communication development. The expansion of electronic communications and the access of a large number of people in the world to the global Internet network has provided a suitable platform for establishing business and economic relations, and this has increased competition in the banking industry and has brought about the provision of electronic banking services (Heso[3], 2008: 58).

In the current economic world, companies and organizations need to invest in their marketing to survive. Marketing has a significant effect on customer retention, providing products suitable for customers' needs and loyalty (Gronros [4], 1997: 323). In studies conducted on the relationship between marketing and customer needs, it can be said that organizations that have optimal marketing will also have better performance (Tai Tui Hin [5], 2006: 9). This depends on creating, maintaining and increasing relationships with customers in order to have strong and regular relationships (Cutler [6], 2002: 20).According to Kotler (2002), customer retention is one of the most important marketing goals in many cases. Proper marketing makes customers to be encouraged to their needs, preferences and behavior of buying or using services and in the end they benefit from a suitable price. With this idea, marketers and businessmen are people who often seek to find ways to attract, manage and analyze customer information through the customer relationship management system.

Although the marketing structure has been looked at from various aspects, it should be noted that few studies have been done on the main structure of marketing, which includes customer loyalty and customer satisfaction, which originate from the core of the basic structures: trust, commitment and service assurance (Tai Toi Hin, 2006: 10) In this research, we intend to study the role of marketing on the modern banking system of Khorramabad Melli Bank branches from this perspective, because this is one of the studies that has received less attention and it is hoped that useful results will be achieved. He said that today is not the same as yesterday and tomorrow will be different from today. Therefore, the successful companies of tomorrow have to put three certain truths at the top of their work plans that will lead to new strategies and always have the necessary plans to dream with them, which are as follows:

A) Global pressures: parallel to the expansion of new sciences and techniques, these pressures will cause the business and personal lives of people in the society to be directly and indirectly affected, and changes will be made in their needs and expectations.

b) The continuous advancement of technologies: there is no end to the advancement of new technologies and these advancements will continue to astonish us all.

c) Deregulation: Simplification and the possibility of all members of the society using services is their right, so there will be constant and continuous pressure regarding the liberalization of economic sectors and it is concluded that three developments - globalization, technological advancements and deregulation - offer very attractive opportunities. will create that their use will create a competitive advantage in institutions (Vari[7], 2002: 89).

It is in this sense that the continuation of today's strategy is dangerous and it is necessary to target new strategies. In the current situation, we are in the era of transition from the existing situation to a new era, which is characterized by extensive competition, the existence of many information and communication resources, increasing the complexity of business and so on. (Piers, 1381: 64). The understanding, recognition and use of marketing concepts in many organizations have undergone a transformation in recent years, and only a few of them understand the real concept of marketing and use it to improve their affairs. Undoubtedly, new concepts of marketing and communication with customers will not be accepted until the need is felt. Therefore, in the current conditions and with the creation of various changes and developments in societies, especially new sciences and information technologies, various companies and organizations have accepted new marketing concepts wholeheartedly due to the need for them, and while teaching them to their employees, they do not spare any efforts to implement and operationalize them in their respective organizations (Kotler, 2002: 22).  According to the latest ideas presented in line with the evolution of the role of marketing in organizations, customers have the central and main role in every organization and are placed at the center of the operations of that organization. In fact, this shift in role is the result of the thinking of intellectual managers who do not think of anything else but the excellence of their organization and believe that any activity of the organization should be directed towards the customer, and the planning of these activities should only be done in the direction of understanding, serving, satisfying customers and making them last. There is a belief that the organization's assets are not worth much without the existence of customers, therefore the main task of the organization is to attract and retain customers and the task of marketing is to provide superior products and keep customers satisfied for a long period (Vari, 2002: 90).

The basic challenge of the managers of organizations in the current situation is the continuous changes in the expectations and needs of customers.