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The Impact of Marketing Capabilities on Banks Performance With Emphasis on Dynamics Competitive (Study: The Chiefs of The Branches of Mazanderan Province Governmental Banks)

Abstract

The banking industry is an important industry in the world. Today, banks in developed countries act as a decoder, Professional Consultant, specializing in increasing financial resources and collect and exchange information for your customers.
There are several components in modern banking which impact on Mobilizing process financial resources in banks and financial institutions. It is important to identify and determine the impact and relationship of these components to the successful banks in financial resources mobilization. This has led to establish a competitive environment. Success or failure you cannot imagine from bank manager’s performance, bank can be successful and benefit competent managers, and facilities and various tools and potentials existing in order to win the series.
Factors that lead to success are the banks, the use of IT, marketing and customer orientation to its true meaning and avoid tow this slogans.banks benefit from educated human resource and competent managers can be constant contact with customers and market and with transformation magnify the Community
In this context, the aim this study is to investigate the factors that lead to the success or failure of abank branch. This research is based on descriptive – analytical type and our goal of this research is applied. The population in this study is Bosses government Bank of Mazandaran province that 220 branches have been chosen as examples. Then SPSS and LISREL soft wares are used for analyzing the information. All except the second, fifth, seventh and eighth hypotheses were confirmed, and recommendations based on the research results are presented.

Key words: Market turbulence, competitive intensity, decentralization, customer orientation, competitor orientation, innovation orientation, marketing capabilities.

Author:
Sina Shayesteh Rastin

بسمه تعالي
با عرض سلام و ادب
ضمن سپاس از همکاري شما در اين پژوهش، پرسشنامه اي که تقديم مي گردد به منظور جمع آوري اطلاعات براي کار يک تحقيق دانشگاهي تحت عنوان( تاثير قابليت هاي بازاريابي بر عملکرد موسسات بانکي با تاکيد بر پويايي هاي رقابتي) تنظيم شده است. بديهي است پاسخ دقيق شما ، ما را در ارزيابي علمي مسايل و ارائه راهکارهاي مناسب جهت بهبود شرايط کار ياري خواهد کرد. از اين اطلاعات هيچ استفاده اي غير از پژوهش نخواهد شد.
لطفا مرقوم بفرمائيد:
جنس: مرد زن

سن: 20-30 سال 31 -40 سال 41-50 سال 51 سال به بالا

تحصيلات: ديپلم فوق ديپلم ليسانس فوق ليسانس دکترا

سابقه خدمت: 1- 5 سال 6- 10 سال 11- 20 سال 21- 30 سال

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موافق
کاملا موافق
1
درصنعت بانکداري، ترجيحات مشتريان نسبت به محصول/خدمات با گذشت زمان تغيير بسيار کمي مي کند

2
مشتريان ما دائما به دنبال خدمات جديد هستند

3
ما شاهد تقاضاي خدماتمان از سوي مشترياني هستيم که هرگز قبلا آنها را خريداري نکرده اند

4
رقابت بر سر قيمت يک نشانه بارز در صنعت بانکداري است

5
تقريباً هر روز خبر يک حرکت رقابتي جديد شنيده مي شود

6
تصميم گيرنده ي فردي، آزادي عمل زيادي در انتخاب راههاي تحقق اهداف دارد

7
مديران شعبه در به انجام رسانيدن کارها انعطاف پذيرند

8
بسياري از تصميمات مهم در سطح شعبه ها گرفته مي شوند، نه بطور متمرکز

9
مديران رده ي متوسط و رده ي پايين تر، استقلال زيادي دارند

10
ما بطور مداوم در تلاشيم تا نيازهاي اضافي مشتريانمان را که خودشان نيز از آنها غافلند، کشف کنيم

11
ما راه حل هايي را براي نيازهاي به هم پيوسته ي مشتريان در خدمات جديدمان مي گنجانيم

12
ما افکارمان را روي هم مي گذاريم که مشتريان چگونه از محصولات/ خدمات ما استفاده مي کنند

13
ما حتي با وجود خطر کنار گذاشته شدن کالاهايمان/خدماتمان به نوآوري مي پردازيم

14
ما رضايت مشتري را بطور سيستماتيک و مکرر اندازه گيري مي کنيم

15
کارمندان در سراسر سازمان اطلاعات مربوط به فعاليت هاي رقبا را به اشتراک مي گذارند

16
ما به سرعت، به فعاليت هاي رقبا که برايمان تهديد کننده اند، پاسخ مي دهيم

17
ما نقاط قوت و ضعف رقباي اصلي را ارزيابي مي کنيم

18
ما هرگاه فرصتي براي کسب مزيت رقابتي داشته باشيم، مشتريان را هدف قرار مي دهيم

19
فروشندگان ما مرتباً اطلاعات مربوط به فعاليت هاي رقبايمان را جمع آوري مي کنند

20
ما اهداف رقبا را تشخيص مي دهيم

21
ما عملکرد رقباي اصلي مان را دنبال مي کنيم

22
ما زمينه هاي که رقباي اصلي در آنها موفق شده اند يا

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