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Affecting factors of Permission-based Marketing: A mix-method study (Case of Study: Mellat Bank) | ||
| Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
| دوره 16، شماره 3، مهر 2023، صفحه 741-756 اصل مقاله (861.94 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2022.326707.674627 | ||
| نویسندگان | ||
| Elham Zarif Chenarani Mashhad1؛ Esfandiar Doshmanziari* 2؛ Farzad Asayesh3 | ||
| 1Department of Business Management, Kish Branch, Islamic Azad University, Kish, Iran | ||
| 2Department of Business Management, Islamshahr Branch, Islamic Azad University, Tehran, Iran | ||
| 3Department of Business Management, Shahre Qods Branch, Islamic Azad University, Tehran, Iran | ||
| چکیده | ||
| The purpose of this research was to design a model focusing on the factors that had an influence on permission-based marketing in the banking sector, specifically Mellat Bank. In this regard, the initial conceptual model was extracted from related studies using a systematic literature review, then retrieved factors were refined by the organizational experts using the Delphi method. To select the Delphi panel, the purposive sampling method was used. The Delphi process was conducted in three rounds. Reaching the acceptable level of Kendall’s concordance coefficient was the criterion for stopping the rounds. The findings showed that permission-based marketing indicators in Mellat Bank can be categorized into two-factor groups of internal factors and factors relevant to customers and six subgroups of factors relevant to advertising, information technology, marketing capability, customer perception, relationship with customers, and customer attitudes and intentions. | ||
| کلیدواژهها | ||
| Banking industry؛ Delphi method؛ Permission-based marketing؛ Systematic literature review | ||
| مراجع | ||
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