Investigating the Relationship between Marketing Communication, Effective Marketing Management and Quality of Banking Services (Case Study: Mellat Bank Branches in the Marvdasht city
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 5
Abstract
The goal of all service provider systems, including banks, is to provide satisfactory and suitable services for customers, and since financial service providers, especially banks, operate in an environment with a variety of products, their quality of service is recognized as the first factor in competition between them. With the growing expansion of service industries, the issue of marketing and service quality in serviceproviding organizations has become very important. In recent years, managers of organizations through marketing concepts and approaches have attempted to improve services quality and lead to customer's satisfaction. One of the most important services is the constructive interaction of the staff with customers and the important role of their appropriate behavior in dealing with customers. Therefore, in order to achieve superior service quality and ultimately attract customers, banks must have employees who are committed to ethics, goals, and perspectives. So employees will play a key role in marketing and attracting customers. Therefore, the purpose of the present study is to identify the effect of marketing measures on the quality of services. In terms of objectives, this is an applied research and in terms of data collection, it is surveydescriptive. The statistical population of this study was a number of customers and employees of Mellat Bank Branches of Marvdasht which was 203 people. By distributing 25 questionnaires, the calculated Cronbach's Alpha coefficient was 0.79. The results of the analysis of structural equations showed that marketing measures improve the quality of services based on a conceptual model and a consistent outlook.
Authors and Affiliations
Alireza Hasanshaali
Keywords
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