Analysis of Marketing Strategy Impact on Organizational Performance in the Iran Banking Industry Case Study: Maskan Bank of Kermanshah Province

Abstract

Abstract. At the same success in today's competitive world, we need appropriate marketing strategy, and from the other hand, the main objective of any financial organization, improve performance assessment of performance, one of the best ways to improve performance in organizations. The purpose of this study was to analyze the impact of marketing strategy, organizational performance in the banking industry of Iran, Case Study: Maskan Bank is in Kermanshah. The population of this study consisted of 180 employees of the organization, randomly, for example, for the second half of 2014, were selected. This cross-sectional survey study, the correlation type. To collect data, a questionnaire was designed. Validity (professors), and reliability (Cronbach's alpha: 0.77 and 0.76), and suggests that, good reliability and validity of measurement tools, enjoy. The results of the research, software, SPSS, and using inferential statistics (linear regression) showed that marketing strategy, its impact on organizational performance.

Keywords


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