Development of a Comprehensive Framework for Marketing Performance Assessment Using Meta-Synthesis Approach: a Study in Iran Banking Industry
In this study we have investigated the marketing keyperformance indicators and also attempted to develop a tool formeasuring the marketing performance in the banking industry. For thispurpose we have used meta-synthesis method for extracting indicators ofmarketing performance from available qualitat...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2014-06-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_50719_f9d4ce2f60e5c9819e56fec560dd5a38.pdf |
| Summary: | In this study we have investigated the marketing keyperformance indicators and also attempted to develop a tool formeasuring the marketing performance in the banking industry. For thispurpose we have used meta-synthesis method for extracting indicators ofmarketing performance from available qualitative studies, and benefit thetest judgment of experts to confirm and weigh these indicators and tomodify the measurement tool. Finally, a modified questionnaire has beenemployed to assess marketing performance in the banking industry.Identified indicators with using meta-synthesis method have beenclassified based on five dimensions including customer, brand, market,financial and innovations. Expert Test results have revealed that customerand financial dimensions of marketing performance are more importantamong others. Field test results have also indicated that the marketingperformance is above average in banking industry and that the privatebanks had a better performance. It can also be found that the banks havebetter actions in brand, market and innovation dimensions than financialand customer dimensions. |
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| ISSN: | 2008-5907 2423-5091 |