Designing an Entrepreneurial Marketing Model with Emphasis on Corporate Social Responsibility (CSR)

Background: The purpose of this article is to explain how and what is the emerging concept of entrepreneurial marketing through innovative research and effective convergence between marketing and entrepreneurship, and to explain the way of organizing marketing activities in the Iranian banking industry by proposing a logical framework and in this direction emphasize the corporate social responsibility. Method: The present study was a sequential exploration (qualitative and quantitative). In the qualitative phase of the research community, there were experts in the field of entrepreneurship and marketing. Threats of ۱۴ people were purposefully selected. The interview tool was semi-structured. Finally, the data were analyzed by Delphi technique. In the quantitative part it was a descriptive-correlation method. The statistical population was the managers and heads of the country's banks, from which ۲۶۸ people were randomly selected as a sample. The instrument of the researcher-made questionnaire was a qualitative section and finally the data were analyzed by structural equation method. SPSS۲۶ and Amos software were used for data analysis. Results: In the qualitative section, a total of ۷۳ components were classified into ۴ categories: causal, contextual and environmental, and consequences. In the quantitative part, the results of structural equations showed that the research model had a good fit. Conclusion: Entrepreneurial marketing makes the banking industry more dynamic and increases their profitability. With such advantages, if the social responsibility of the company is also considered, it will undoubtedly have undeniable effects on customer loyalty and market ethics.

Keywords:

Entrepreneurial marketing , Corporate social responsibility , Banking industry