بازاریابی خدمات بانکی

Reviewing and evaluating the effectiveness of propaganda can serve as a criterion for converting weaknesses into strengths and adjusting its budget. Also, identifying the factors affecting the effectiveness of advertising can lead to its more professional design and implementation. The purpose of this study is to explain and prioritize the factors affecting the effectiveness of modern economy bank propaganda in Iran. The study population consisted of 50 scientific and organizational experts. According to the research literature, effective criteria and sub-criteria have been extracted. The final indices were extracted using fuzzy Delphi technique and according to experts. Then, using fuzzy AHP method, the ranking of criteria is discussed. The extracted criteria are: demographic characteristics, emotions and individual attitudes of the audience, appearance characteristics of the message, message content, market characteristics, cultural, economic, design and nature of services, advertising methods. The results showed that advertising methods, design and nature of services, message characteristics, personal emotions and attitudes of the audience, demographic characteristics, message content, economic, market characteristics, culture, ranked first to ninth, respectively. dedicated.

Perceived risk is an intervening psychosocial construct in marketing and connected to potentially negative outcomes. When studying perceived risk in consumer behavior as purposeful behavior، there is no doubt that the desired outcome of a purchase decision is need satisfaction so that positive outcomes are hoped for and expected. If negative consequences are experienced in buying situations، the expected satisfaction level may not be realized. In this research، the risk-component approach (Peter & Tarpey. 1975) has been used in order to identify and investigate the several basic dimensions of the overall perceived risk (e. g. physical، financial، performance، psychosocial and time-loss risk). Accordingly، some face to face interview with open-ended questions have been held up with 20 managers and experts engaged in the National Fuel E-Card plan and the research model was developed in accordance with their remarks. The results showed that financial and performance risks are the most important and notable dimensions for Vehicle drivers. Moreover، research model developed by excluding psychosocial and including security and privacy facets