Analysis of Marketing Strategy Impact on Organizational Performance in the Iran Banking Industry Case Study: Maskan Bank of Kermanshah Province

Journal of System Management

مقاله 4، دوره 3، شماره 1 - شماره پیاپی 9، فروردین 2017، صفحه 41-47

نوع مقاله: Research Paper

نویسندگان

Peyman Akbari^* ؛ Hamid-Reza Jalilian

Department of Management, Payame Noor University, Iran

چکیده

Abstract. At the same success in today's competitive world, we need appropriate marketing strategy, and from the other hand, the main objective of any financial organization, improve performance assessment of performance, one of the best ways to improve performance in organizations. The purpose of this study was to analyze the impact of marketing strategy, organizational performance in the banking industry of Iran, Case Study: Maskan Bank is in Kermanshah. The population of this study consisted of 180 employees of the organization, randomly, for example, for the second half of 2014, were selected. This cross-sectional survey study, the correlation type. To collect data, a questionnaire was designed. Validity (professors), and reliability (Cronbach's alpha: 0.77 and 0.76), and suggests that, good reliability and validity of measurement tools, enjoy. The results of the research, software, SPSS, and using inferential statistics (linear regression) showed that marketing strategy, its impact on organizational performance.

کلیدواژه‌ها

Keywords: Marketing Strategy؛ Organizational Performance؛ Maskan Bank

مراجع

[1] Motameni, A.R, Javad Zadeh, M, and Tizfahm, M., (2010). Strategic Performance Evaluation banks. Journal of Strategic Management. Number 1, pp 159-141.

[2] Momeni, M, Khodayi, S, and Bashiri, M., (2009). Evaluating the performance of social organization, using a hybrid model BSC and FDEA. Industrial Management, 1 (3), pp 152- 137

[3] Mamdoohi, A.R, Seyed Hashemi, M.R. (2008). Barriers to implementing marketing strategies provide a classification and ranking, for Iran Khodro Company. Business Management, 1 (1), pp 134 119.

[4] Tabari, M, Arasteh, F., (2008). The balanced scorecard approach to performance evaluation. Research Management Journal, 5 (12), pp. 20 to 12.

[5] Panigyrakis, G.G. and Theodridis, P.K. (2007). Market orientation and  performance: An empirical investigation in the retail industry in Greece. Journal of retailing and consumer services.14pp:137-149

[6] Jimenez-J.D; Cegarra-N, Juan G. (2007). The performance effect of organizational learning and, market orientation. Industrial marketing management, 36pp:694-708

[7] Kirka, A.H.; Cavusgil S.T and Hult, G.T. (2009). the effects of national culture on market orientation: conceptual framework and research propositions.  International business review18pp:111-118

[8] Haji Karimi, A.A, Parhizgar, M.M and Mehdi, M.M. (2008). Mechanisms involved in the design and implementation of the new performance evaluation system, the country's commercial banks (case study, Bank). Journal of Humanities and Social Sciences "intensive management",  7 (27), pp 42- 13.

[9] AsghariZadeh, S.A, MohamedPoor, F., (2007). Implementation and development of the balanced scorecard, the industrial organization. Third International Conference on Performance Management, Scientific Conference Center.

[10]        Shahai, E, and Rostami, M., (2004). Application of balanced scorecard, performance evaluation, Journal tomorrow, pp 51- 43.

[11]        ZareiMatin, H Jam Parazami, M Yazdani, H.R, Sadat Beiriayi, H., (2010). The relationship between the company's strategic orientation, organizational performance using a balanced scorecard approach. Business Administration, School of Tehran University, 2 (6), pp. 112-97.

[12]         Aghazadeh, H, Mehrnoosh, M., (2011). Design and evaluation of local scale value, the country's commercial banks, Tehran University School of Business Management, 3 (7). Pp. 18-1.

[13]        Beigi, F., (2003). Identify barriers to effective organization, the Bank welfare orientation, Master Thesis, Institute of Management Planning Peugeot hash.