International Journal of Nonlinear Analysis and Applications

Investigating the path analysis of smart marketing strategy on improving the marketing performance of Saderat Khorasan Razavi Bank

Document Type : Research Paper

Authors

Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

One of the reasons for the poor performance of some bank branches is their poor marketing. On the one hand, there is no specific tool to measure the development of marketing activities in the branches, especially the issues that are under the control of the branches themselves; Therefore, a concept called "smart marketing" has been defined to check to what extent the branches are in front of the smart environment and with what quality they carry out marketing measures according to their authority. Therefore, the purpose of the current research was to analyze the path of intelligent marketing strategy to improve the marketing performance of Saderat Khorasan Razavi Bank. According to the research process, the research method is a descriptive survey. The statistical population is all managers, assistants and marketing experts of Bank Saderat Khorasan Razavi in the number of 567 people, of which 229 people were selected by simple random method. The data collection tool was a researcher-made questionnaire, and the data were analyzed using the structural equation modelling method and Lisrel software, and the results showed that there was a positive and significant effect on all research variables.

Keywords

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International Journal of Nonlinear Analysis and Applications
Volume 16, Issue 5
May 2025
  • Receive Date: 07 May 2022
  • Accept Date: 11 July 2022