Revising the concept of the marketing mix in Iranian bank industry: The application of Glazerian grounded theory approach

Document Type : Original Manuscript

Authors

e

Abstract

The concept of marketing mix in the marketing literature is significant. There is a lot of criticism in   traditional marketing mix, especially in the field of services. Therefore, the present study aims to provide new aspects of this issue in the field of banking in Iran. For this purpose, an exclusive interview was conducted with 15 bank executives and 12 banking experts in Iran. The results of the analysis of interviews and data coding were defined as the central issue of "banking marketing mix with a trust-building approach", which indicated the concern of the participants. The results of the research in the selected coding stage indicated that the  banking marketing  mix included the offered banking services (innovation and differentiation of services, variety of services, service quality, service reliability); prices (financial and non-financial costs); banking distribution channels (Physical and non-physical); marketing communications (customer orientation, branding, convincing communication, reminder communication, informative communication); Physical evidence (visual evidence, designing the service environment, equipment and facilities, conditions of the service environment); the operation and the process (informing,  the process of service, customer relationship), and individuals (verbal  communication; being professional; elegance of employees; personnel's behaviors).

Keywords

References

روستا، احمد. ونوس، داور. ابراهیمی، عبدالحمید. (1394). بازاریابی و مدیریت بازار. نوبت چاپ هجدهم. انتشارات سمت.
ساغروانی، سیما؛ مرتضوی، سعید؛ لگزیان، محمد؛ رحیم نیا، فریبرز (1392). فهم زوایای نوینی از سازه ظرفیت مازاد سازمانی، فصلنامه علوم مدیریت ایران، سال هشتم، شماره 32، صص 27-48.
شهیدی، آمنه؛ یاور، کاظم؛ دهقان دهنوی، محمدعلی؛ حیدری، حسن (1395). محاسبة کارایی هزینة بخش بانکی در ایران و ارزیابی اثر عملکرد بازاریابی بانک‌ها بر آن، فصلنامه علمی- پژوهشی تحقیقات بازاریابی نوین، سال ششم، شماره اول، شماره پیاپی 2، صص 549-562.  
خسروی، محمدرضا (1387). مفهوم اعتبار (پایایی) و روایی در تحقیق کیفی، ماهنامه نگرش راهبردی، شماره 93-94، صص 171-184.
کرسول، جان دبلیو (1391). مترجم: علیرضا کیامنش، طرح پژوهش: رویکردهای کیفی، کمی و ترکیبی، ناشر جهاد دانشگاهی (دانشگاه علامه طباطبایی): تهران
فقیهی، ابوالحسن؛ علیزاده، محسن (1384). روایی در تحقیق کیفی، فرهنگ مدیریت، سال سوم، شماره نهم/ف صص 5-19.
لاولاک، کریستوفر و رایت، لارن، (1385)، اصول و مدیریت بازاریابی خدمات، ترجمه بهمن فروزنده، نشر آموخته، چاپ اول، اصفهان
 محمد پور، احمد (1392). روش تحقیق کیفی ضد روش - جلد اول (منطق و طرح در روش شناسی کیفی)، انتشارات جامعه شناسان: تهران
محمودیه، محمدرضا (1393)، نقش و تاثیر بازاریابی در محیط رقابتی بانکها در کشور، ماه نوین: ماهنامهداخلیبانکاقتصاد نوین؛ شماره 69، صص 30-56.
نوری، ع.؛ مهرمحمدی ، م(1390).  الگویی برای بهره گیری از روش نظریة برخاسته از داده ها؛  پژوهش­هایتربیتی. مطالعاتبرنامةدرسی. 23 ، صص 8-27.
Ateba. Benedict Belobo, Andrew Maredza, Kenneth Ohei, Primrose Deka and Danie Schutte (2015). Marketing mix: it’s role in customer satisfaction in the South African banking retailing. Banks and BankSystems , 10(1): 83-91.
Ghannad, Navid,   Marketing mix in banking in the time of a global financial crisis, Master Dissertation in International Marketing, Halmstad University, School of Business and Engineering, 2011.
Glaser, B. G. (1978). Theoretical Sensitivity: Advances inthe methodology of grounded theory. Mill Valley, Calif: Sociology Press.
Glaser, B. G., & Holton, J. (2004). Remodeling grounded theory. Forum: Qualitative Social Research, 5(2): 1-17.
Glaser, B. G., & Hon. (2005). Staying open: the use of theoretical codes in GT , The Grounded Theory Review, 5(1): 1-20.
Goi, C.L. (2009). A review of marketing mix: 4Ps or more? International journal of marketing studies, 1 (1): 2-15.
Goulding, C. (2002) Grounded Theory: A Practical Guide for Management, Business And market Researchers. Sage, London.
Hamid, W. H. W., Saman, M. Z. M., & Saud, M. S. (2012). Exploring Factors Influencing the Transfer of Training using a Grounded Theory Study: Issues and Research Agenda. Procedia-Social and Behavioral Sciences, 56: 662-672.
Islam, F. and Rahman, M.(2015). Service Marketing Mix and Their Impact on Bank marketing Performance: A Case Study on Janata Bank Limited, Bangladesh. Jurnal of Worldwide Hulistic Sustainable Developement, 1(1): 16-32.
Kotler, P. & Armstrong, G. (2013). Principles of Marketing. 14th edition. Edinburgh Gate Harlow Essex, England. Pearson Education.
Kotler, P.( 1976), Marketing Management, 3rd ed.,prentice-Hall, Englewood Cliffs,Nj.
Kotler, P., Armstrong, G., Wong, W., & Saunders, J. (2008). Principles of Marketing. London: Prentice Hall.
Kumar. Anil (2013). Bank Marketing Mix: New Strategy InToday Banking Sector, A jurnal of Science, Technology and Management, 2(1): 17-26.
Lavanya, S. (2010). CRM in banking sector, Journal of Management and Science, 12(4):93-96.
Mohammad, Haruna Isa (2015).  7PS Marketing MIX and Retail Bank Customer Satisfaction in Northest Nigeria,  British Journal of Marketing Studies, 3(3):71-88.
Muchiri, M , (2016). The Effectiveness of  Marketing Mix  Strategies on Performance of Kenol Kobil Limited,  Master Of  Business  Adminstration, School  Of  Business, University Of Nairobi.
Shankar, A.C. & Chin, K.K. (2011). A study of the relationship between marketing mix and customer retention for herbal coffee in Malaysia. 2nd international conference of business and economic research proceeding.
Shin N. (2001). Strategies for Competitive Advantage in Electronic Commerce, Journal of Electronic CommerceResearch, 2 (4):164-171.
Winkler, J. (1995) Pricing Marketing Book, Third edition, Bart press Great Britain.
Yi Zhixian  (2018). Marketing Services and Resources in Information Organizations, Chandos Publishing, 2018. ISBN: 978-0-08-100798-3
Zineldin, M., & Philipson, S. (2007). Kotler and Borden are not Dead: Myth of Relationship Marketing and Truth of the 4Ps. Journal of Consumer Marketing. 24(4):229–241.
Iranian journal of management sciences
Volume 13, Issue 50
July 2019
Pages 54-80

Files

Share

How to cite

Statistics