Affecting factors of Permission-based Marketing: A mix-method study (Case of Study: Mellat Bank)
Publish place: Iranian Journal of Management Studies، Vol: 16، Issue: 3
Publish Year: 1402
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_JIJMS-16-3_011
تاریخ نمایه سازی: 31 خرداد 1402
Abstract:
The purpose of this research was to design a model focusing on the factors that had an influence on permission-based marketing in the banking sector, specifically Mellat Bank. In this regard, the initial conceptual model was extracted from related studies using a systematic literature review, then retrieved factors were refined by the organizational experts using the Delphi method. To select the Delphi panel, the purposive sampling method was used. The Delphi process was conducted in three rounds. Reaching the acceptable level of Kendall’s concordance coefficient was the criterion for stopping the rounds. The findings showed that permission-based marketing indicators in Mellat Bank can be categorized into two-factor groups of internal factors and factors relevant to customers and six subgroups of factors relevant to advertising, information technology, marketing capability, customer perception, relationship with customers, and customer attitudes and intentions.
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Authors
Elham Zarif Chenarani Mashhad
Department of Business Management, Kish Branch, Islamic Azad University, Kish, Iran
Esfandiar Doshmanziari
Department of Business Management, Islamshahr Branch, Islamic Azad University, Tehran, Iran
Farzad Asayesh
Department of Business Management, Shahre Qods Branch, Islamic Azad University, Tehran, Iran
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