نوع مقاله : مقاله علمی-پژوهشی
نویسندگان
1 دکتری مدیریت بازرگانی گرایش مدیریت بازاریابی
2 استادیار گروه مدبریت دانشگاه پیام نور تهران، تهران ایران
3 کارشناس ارشد مدیریت بازرگانی
4 دانشجوی دکتری مدیریت منابع انسانی/راهبر بانکی بانک سپه
5 دانشجوی دکتری مدیریت
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The purpose of this research is to relate the marketing strategies based on intellectual knowledge with the attraction of good loan deposits with the mediating variable of innovation capital in state banks. This research is a descriptive and applied research in terms of method. The research community includes 161 Sepeh banks in West Azarbaijan province, of which 140 branches were studied as a sample. The method of data collection was library and field. The data were collected by referring to the databases and financial management of the studied banks and distributing the questionnaire and analyzed by Pearson's correlation coefficient analysis, linear regression analysis, and quadratic factor analysis test. Durbin-Watson's test was used to analyze the data, and structural equation modeling was used to test the hypotheses of this research. According to the results of the research, marketing strategy with the mediating variable of innovation capital (p=0.002), marketing strategy (p=0.005) and innovation capital (p=0.003) have been able to influence the attraction of loan deposits. This research showed that the increase in the price of banking services in the long term due to the poor living conditions of the operating range of these banks can have a wide impact on their performance. Therefore, taking measures such as increasing the variety of services to expand the area of dominance and customer orientation to penetrate hidden markets outside the scope and fill the holes in the market can be the best option to increase deposit attraction in such banks.
کلیدواژه‌ها [English]
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