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

Document Type : Research Paper

Authors

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

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

Abstract

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.

Keywords

Main Subjects


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