The Effect of Marketing of Bank Services on Customers’ Preference of Private Banks: Case Study of Mellat and Tejarat Banks in Khorasan Razavi Province

Marketing in any banks is a subsystem interacting with all bank subsystemsand consequently with the main system that is the bank integrity. Improvingmarketing system causes improvement in other systems and finally improvesthe whole bank. On the other hand, enhancing others systems also willinfluence marketing system. Marketing is a lost, forgotten and wandererservice in Iran banking system that requires a serious and immediate attentionat macro and micro levels. Marketing will be truly valued in Iran bankingsystem once bank owners believe in marketing goals, responsibilities, andachievements and view it the inherent of all banking efforts. The presentresearch studies the effect of banking service marketing on clients’ preferencein selecting private banks. Research hypotheses examined through usingmultiple regression test and SPSS software. According to obtained results,marketing of banking services influences clients’ preference in choosingprivate bank in Neyshabur, Iran.

Keywords:

Marketing of banking services , marketing mix , client’s preference