Designing a marketing performance evaluation model for bank branches of the Islamic Republic of Iran based on a mixed method

Bank branches as the main intermediaries in the relationship between the customer and the banking network have a significant role and the success of a bank depends on the performance of its branches. Even after digitalization, branches are one of the most important sources of cost for banks and lead to providing a large part of the value to the end customer. Although theoretical topics and the background of theoretical research related to marketing and evaluation are abundant, but research to measure the marketing performance of banks is limited and is rare in relation to Iranian bank branches. Therefore, this study tries to examine the dimensions of marketing performance at the level of bank branches. The purpose of this study is to design an appropriate model for evaluating the marketing performance of bank branches with emphasis on various and related aspects and dimensions in the field of banking. Qualitative-quantitative research approach and strategy is based on data processing theory, foundation and structural equations. In the data theory approach of this research, the open, axial and selective coding methods of Strauss and Corbin and the paradigm model are used and the information is analyzed based on the data obtained from field and library studies. In general, information and data were collected in open source form through specialized interviews with university and banking industry experts, then through communication between micro and macro categories, research data, classification and refinement, and then validation and final editing. In the quantitative part for testing the model, a questionnaire consisting of 64 questions was developed from the qualitative data of the first stage of the research and then tested quantitatively using 200 questionnaires completed by marketing and banking experts. After ensuring the reliability and validity of the questionnaire, the significance of each part of the model was investigated through confirmatory factor analysis of structural equations based on partial least squares using PLS software and finally the validity of the model was confirmed.