Association of Marketing Theory and Practice Proceedings 2020

Document Type

Conference Proceeding

Conference Track

Marketing Management/ Strategy/ Branding

Publication Date



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.


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