Designing a model of the antecedents and consequences of Integrated Marketing Communications in the banking industry

In today's competitive and dynamic world of the banking industry, large-scale marketing goals cannot be achieved without considering integrated marketing communications (IMC). For this purpose, the main purpose of this study is to identify the types of outcomes, management methods, types of outcomes, modeling, and structural relationship modeling of the comprehensive model of "integrated marketing communication management" in Selected bank branches. The statistical population consists of all employees working in Selected bank branches in Tehran City, including both line and staff units’ form. This research was conducted by descriptive-survey method and based on heuristic-contextual methods of conducting and collecting data through a researcher-made questionnaire. Data were also analyzed using structural equation modeling. The results confirmed the proposed research model, which means that the proposed variables are appropriate explanations of the antecedents and consequences of integrated marketing communications and the assumptions in the model were significantly confirmed. Also, this model in two general levels of concepts and examples can as a roadmap, the interaction and communication activities of the bank in a significantly cohesive and integrated.