The study of influence of strategic orientation and marketing capabilities on performance of branches of public banks (case study: Ilam province)
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2013, Vol 7, Issue 12
Abstract
The main purpose of this research is to estimate the effect of strategic orientations and marketing capabilities on performance of branches of Ilam Province's public banks. The survey method is of correlation manner. In this research the relationship of strategic orientations, marketing capabilities and performance branches is studied. The statistical population of this research includes all managers of Ilam Province's public banks and sampling method is not used because statistic population is limited to 102 individuals by census and the 390 customers of these banks are selected by random sampling. In order to collect information two questionnaires was used which one of them was for the branches' managers and the other one was designed for customers. Cronbakh Alpha coefficient for the first and second questionnaires was %824 and %769, respectively. Research data was analyzed by LIZREL software which in descriptive statistic level, the frequency percent and circle diagram was used and in the inferring statistic level Freedman test and structural equation were used. Research findings imply that all research hypotheses are approved. Therefore, Strategic Orientations and Marketing Capabilities have positive and meaningful effect on performance of public banks' branches.
Authors and Affiliations
Fatemeh Hemati| M.A. student, Business Management–Marketing, Islamic Azad university, Kermanshah branch, email: FatemehHemmati33@yahoo.com, Esfandiar Mohamadi| Assistant professor of management group of Ilam university, Babak Jamshidi Navid| Assistant professor of management group of Islamic Azad university ,Kermanshah branch
Keywords
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- EP ID EP6512
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