Development of a Comprehensive Framework for Marketing Performance Assessment Using Meta-Synthesis Approach: a Study in Iran Banking Industry

Document Type : Research Paper


1 Assistant Prof., Faculty of Management, University of Tehran, Tehran, Iran

2 Ph.D. Candidate in Marketing, Faculty of Management, College of Qom, Iran


In this study we have investigated the marketing key
performance indicators and also attempted to develop a tool for
measuring the marketing performance in the banking industry. For this
purpose we have used meta-synthesis method for extracting indicators of
marketing performance from available qualitative studies, and benefit the
test judgment of experts to confirm and weigh these indicators and to
modify the measurement tool. Finally, a modified questionnaire has been
employed to assess marketing performance in the banking industry.
Identified indicators with using meta-synthesis method have been
classified based on five dimensions including customer, brand, market,
financial and innovations. Expert Test results have revealed that customer
and financial dimensions of marketing performance are more important
among others. Field test results have also indicated that the marketing
performance is above average in banking industry and that the private
banks had a better performance. It can also be found that the banks have
better actions in brand, market and innovation dimensions than financial
and customer dimensions.


Main Subjects

پیرایش، ر. و علی پور، و. ( 1391 ). بررسی رابطة بین هوش رقابتی و اثربخشی استراتژ یهای بازاریابی در
.1-18 :(12 ) بین بانک های دولتی و خصوصی استان زنجان. نشریة مدیریت بازرگانی، 4
رنجبریان، ب. و برابری، م. ( 1388 ). تأثیر بنیا نهای بازاریابی رابط همند بر وفاداری مشتریان : مقایس ة
.83 -100 :(2) بانک های دولتی و خصوصی. نشریة مدیریت بازرگانی، 1
سیدنقوی، م.؛ سپندارند، ص. و رامین مهر، ح. ( 1391 ). بررسی اثرات سرمایه های فکری بر عملکرد
سازمانی با تأکید بر نقش میانجی قابلیت یادگیری در شعب بانک صادرات استان تهران . نشری ة
.53 -70 :(12) مدیریت بازرگانی، 4
عزیزی، ش.؛ جمالی، ش. و صناعی، ا. ( 1391 ). ارائه مدل عوامل مؤثر بر عملکرد کارکنان در مورد برند
.89 -104 :(11) صنعت بانکداری (مطالعة موردی: بانک کشاورزی). نشریة مدیریت بازرگانی، 4
موسی خانی، م.؛ حقیقی، م. و ترک زاده، س. ( 1391 ). ارائة مدلی جهت کسب وفاداری مشتری با استف اده
از مدیریت دانش مشتری در صنعت بانکداری کشور (بانک های خصوصی ). نشری ة مدیریت
.147 -164 :(12) بازرگانی، 4
Ambler, T. (2000). Marketing metrics. Business Strategy Review, 11(2): 59-66.
Ambler, T., Kokkinaki, F., Puntoni, S. and Riley, D. (2001). Assessing market
performance: The current state of metrics. London business school,
available at : .
Ambler, T. and Puntoni, S. (2003). Measuring marketing performance. In Hart,
S (Ed.), Marketing Changes, London, UK: Thomson Learning.
Ambler, T. & Xiucun, W. (2003). Measures of marketing success: A comparison
between China and The United Kingdom. Asia Pacific Journal of
Management, 20 (2): 267-281.

Ambler, T., Kokkinaki, F. & Puntoni, S. (2004). Assessing marketing
performance: Reasons for metrics selection. Journal of Marketing
Management, 20 (3/4): 475-498.
Ambler, T. & Roberts J. H. (2008). Assessing marketing performance: Don’t
settle for a silver metric. Journal of Marketing Management, 24 (7/8):
Barwise, P. & Farley, J. U. (2004). Marketing metrics: Status of six metrics in
five countries. European Management Journal, 22 (3): 257-262.
Clark, B. H., Abela, A. V., & Ambler, T. (2006). An information processing
model of marketing performance measurement. Journal of Marketing
Theory and Practice, 14(3): 191-208.
Da Gama, A. P. (2011). An expanded model of marketing performance.
Marketing Intelligence & Planning, 29 (7): 643-661.
Davidson, H. J. (1999). Transforming the Value of Company Reports through
Marketing Measurement. Journal of Marketing Management, 15 (8): 757-
Day, G. S. (1990). Market-driven strategy: Processes for creating value. New
York: The Free Press.
Dekimpe, M. G. and Hanssens, D. M. (1995). The persistence of marketing
effects on sales. Marketing Science, 14 (1): 1-21.
Eusebio, R., Andreu, J. L. & Belbeze, M. P. L. (2006). Measures of marketing
performance: A comparative study from Spain. International Journal of
Contemporary Hospitality Management, 18 (2): 145-155.
Frösén, J., Tikkanen, H., Jaakkola, M. & Vassinen, A. (2013). Marketing
performance assessment systems and the business context. European
Journal of Marketing, 47 (5) (Date online 11/6/2012).
Grønholdt, L. & Martensen, A. (2006). Key marketing performance measures.
The Marketing Review, 6: 243-252.
Jensen, L. & Allen, M. (1996). Meta-synthesis of qualitative findings.
Qualitative Health Research, 6(4): 553–560.
Jiménez-Zarco, A. I., Martínez-Ruiz, M. P. & González-Benito, Ó. (2006).
Performance measurement system (PMS) integration into new product
innovation: A literature review and conceptual framework. Academy of

Marketing Science Review, no. 9, Available: http://www.amsreview.
Kokkinaki, F. and Ambler, T. (1999). Marketing performance assessment: An
exploratory investigation into current practice and the role of firm
prientation. Working paper, No. 99-114, Marketing Science Institute,
Cambridge, MA.
Kotler, P., Gregor, W. & Rodgers, W. (1989). The marketing audit comes of
age. Sloan Management Review, Winter: 49-62.
Llonch, J., Eusebio, R. & Ambler, T. (2002). Measures of marketing success: A
comparison between Spain and the UK. European Management Journal,
20 (4): 414–422.
Marketing Leadership Council (2001). Measuring marketing performance:
Results of council survey. Washington, DC: Marketing Leadership
Morgan, N. A., Clark, H. B. & Gooner, R. (2002). Marketing productivity,
marketing audits, and systems for marketing performance assessment.
Jornal of Business Research, 55: 363-75.
Neely, A., Gregory, M. and Platts, K. (1995). Performance measurement system
design: A literature review and research agenda. International Journal of
Operations and Performance Management, 15 (4): 80-116.
Nwokah, N. G. (2009). Customer-focus, competitor-focus and marketing
performance. Measuring Business Excellence, 13 (3): 20-28.
Sandelowski, M., & Barroso, J. (2007). Handbook for synthesizing qualitative
research. New York: Springer.
Sevin, C. H. (1965). Marketing Productivity Analysis. New York: McGraw-Hill.
Shuchman, A. (1959). The marketing audit: Its nature, purposes, and problems.
In Newgarden, A. and Bailey, E. R. (Eds.), Analyzing and Improving
Marketing Performance: Marketing Audits in Theory and Practice, Vol.
31, American Management Association, New York.
Solcansky, M., Sychrova, L. & Milichovsky, F. (2011). Marketing Effectiveness
by Way of Metrics. Economics and Management, 16: 1323-1328.
Spitzer, D. (2007). Transforming performance measurement – rethinking the
way we measure and drive organizational success. New York:

Theodosiou, M., Kehagias, J. & Katsikea, E. (2012). Strategic orientations,
marketing capabilities and firm performance: An empirical investigation
in the context of frontline managers in service organizations. Industrial
Marketing Management, 41: 1058-1070.