Identification and ranking of the marketing mix of services in the banking industry, using DEMATEL

Authors

• Reza Mohammadkazemi Dr., University of TehranFollow
• Saeed Kardar Dr., Islamic Azad University, IranFollow
• Mahnaz Pouriz Ms., University of TehranFollow

Document Type

Conference Proceeding

Conference Track

Marketing Management/ Strategy/ Branding

Publication Date

2020

Copyright

This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.

Abstract

In the current competitive market, identifying the major factors affecting the behavior of customers considered very important. Every organization needs to know, investing on which factor results in higher efficiency. Banks face a complex world of competition thus; they need to identify these factors. These factors differ from the factors in manufacturing industry. Therefore, banks need to understand their own marketing mix factors and identify the most important ones. As a result, in this research after a literature review, the factors identified and then by using DEMATEL, a ranking has done and the most important factor introduced. According to the results, price and staff have the most impact.

Comments

The research is original & has done on the Private Banks. Please publish this paper in full text.

DOI

10.20429/amtp.2020.40

Recommended Citation

Mohammadkazemi, Reza Dr.; Kardar, Saeed Dr.; and Pouriz, Mahnaz Ms., "Identification and ranking of the marketing mix of services in the banking industry, using DEMATEL" (2020). AMTP Proceedings 2020. 40.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2020/40