نویسندگان
1 دانشیار دانشکدة مدیریت دانشگاه تهران
2 عضو هیات علمی پژوهشگاه علوم انسانی و مطالعات فرهنگی
3 دانشجوی دکتری مدیریت بازاریابی دانشگاه تهران
چکیده
عنوان مقاله [English]
In this study market orientation of Iran commercial banks has been considered as an effective factor on banks' performance and the relationship between them has been surveyed. Accordingly a conceptual model has been developed that shows both direct and indirect (through value creation) relationship.
The developed conceptual model has been evaluated by bank and marketing experts in the frame of a questionnaire. Then the model has been corrected as a final model based on their comments. The population of surveyed experts was 50. The questionnaire contained 2 main questions (1 open and the other closed). In order to analyze the data gathered from open questions, the content analysis method was applied. Binomial and Friedman Ranking tests were used for analyzing the data gathered from closed question.
Results show that based on experts' idea the totality of the model and the relationship between the model's factors is confirmed with some corrections. And also it is concluded that all factors and their elements are considered important but the degree of importance of elements are not equal.
JEL classification: M21, M31
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