Formulating optimal marketing scenarios by Agent Based simulation approach (Case study: Tejarat Bank)

In recent years, the banking industry has witnessed great changes in the field of competition, which has led to the rise of market share and the attraction of customer concern to many of the managers in the banking industry. In the same vein, banks are always struggling to achieve a desirable position by utilizing new approaches to marketing in a competitive environment. Due to this importance, in the present study, in order to develop the integrated marketing communications program, the IMC's influence on the decision of customers of the Tejarat Bank of Iran, the marketing scenarios based on integrated communication tools were extracted and evaluated. Therefore, an integrated and innovative agent based modeling approach and Taguchi method were used to implement the developed scenarios by Taguchi experiments in the model-based and operating-centered simulation space and By analyzing the results by Taguchi method, the most favorable marketing scenario is presented in accordance with the behavior of the customers of the Bank of Commerce. Analysis of the results from the implementation of scenarios showed that among the five marketing tools available in the IMC program, the level of direct marketing impact is greater than other tools, and digital marketing, sales promotion, sales and promotions are further affected. Also, the results of analysis of variance showed that direct marketing factor with 43.331 percent of participation rate is more effective than other factors in attracting bank customers. Also, personal sales, digital marketing, sales promotion and promotions are 15.35%, 14.5%, 14.75%, and 814/12%, respectively. As the final output of the research, the main effects of each marketing tool have led to the identification of the appropriate level of each instrument and the provision of the most favorable IMC-based marketing scenario.