Representing a model for marketing capabilities in Iran Melli Bank

Nowadays one of the most important approaches for organizations’ success to get sustainable competitive advantages is to develop their marketing capabilities. The capabilities which are related to market and customers can affect lots of organizational outputs. In the current research, a model for marketing capabilities was represented. First of all, emphasizing theories and frameworks about marketing capabilities and utilizing view of Melli Bank experts, preliminary model were extracted. Continuously applying structural equation model in LISREL software environment the extracted model was tested and finally final definitive model of marketing capabilities in includes relationship marketing (contains customer relationship capability, marketing capability and servicing customers’ capability), innovation capability (contains improving service quality capability, new service development capability and branding capability) and internet marketing capability (contains online exchange quality, website content quality and electronic service quality) was gained.