The Impact of Social Factors on the Cost of Brand- Marketing Mission from the Perspective of Bank Loan Customers in Hamedan
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2016, Vol 10, Issue 8
Abstract
Social marketing approach, a process that the principles and techniques of commercial marketing to create, transfer and conveying the aim to influence audience behavior applies that benefit the society (public health, safety, environment and community) and the target audience. This study examined the impact of social factors on the cost of brand marketing mission from the perspective of bank loan customers in the city of Hamadan. Now accepting customer-oriented approach has become a necessity for organizations and that your organization has not implemented this approach will be doomed to destruction and defeat. According to the competition and understand the behavior of the market, the key to success in the use of social marketing perspective. The aim of this research in terms of functional and descriptive terms of data collection and survey methods. In this study, using data is collected from the questionnaire. This cluster sampling questionnaires were distributed between clients and the number 300 returned questionnaires were first approved. In this study hypotheses have been proposed. For data analysis and hypothesis testing with a fixed number of averages equality test (test one sample t) and nonparametric test is the use Vilkaksion. The final results of this study are summarized as follows: in all factors of social marketing that have been evaluated on brand value Customers appreciate the services of the bank receivables was positive. However, the impact of social marketing to each of the dimensions of brand value is examined. According to test results the impact of social factors on Rzyt marketing name had blurred the greatest impact on brand loyalty is with the least impact.
Authors and Affiliations
Fatemeh Salimi Sadr| MSc in Executive Management Strategic Orientation, Faculty of Humanities, Hamedan Branch, Islamic Azad University, Hamedan, Iran. email: maryamsalimi26@gmail.com, Mostafa Rezaei Rad| Prof. Managment Dept, Hamedan Branch, Islamic Azad University, Hamedan, Iran., Farzaneh Abdollahian| Managment Dept, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
Keywords
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