Designing a competitive model of welfare bank in a qualitative way with a social marketing approach

mohammad haghighi ¹ ( Business Management, Department of Management, University of Tehran, Iran / Business Management, Department, Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran )
Mehdi Karimian Kakolaki ² ( Business Management Marketing Orientation, Department of Management, Yasouj Branch, Islamic Azad University, Yasouj, Iran )
Abdul Khaliq Gholami Chenarestan Olya ³ ( Government Management, Department of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran )

Submited date : 2020-05-12 Accepted date : 2020-10-05

Keywords: Competitive Advantage, structural equation modeling, Social Marketing, Blended Method,

Abstract :

Today, many efforts of business managers are focused on the issue of competitiveness. On the other hand, some social developments have raised the level of demands and expectations of people in society and the importance of social status and credibility of organizations has increased in turn. Therefore, in this study, the competitiveness model of the Welfare Bank was designed with a social marketing approach using a mixed method. In the qualitative stage of the research, the discovery of the competitiveness model of the Welfare Bank with a social marketing approach was investigated. The study population in this study was the managers of the branches of the Welfare Bank. From among the different branches of this bank, a sample of 127 managers was randomly selected. Necessary information in qualitative research was done through interviews and then data analysis was done through PLS software. Findings of the research in the qualitative stage showed that social responsibility, the bank's adherence to the green marketing approach, creating trust and well-being for customers, implementing customer-oriented policies, emphasizing customer satisfaction and loyalty with targeted marketing methods are factors affecting competitive advantage.