Developing A Comprehensive Model of Marketing Performance Evaluation at The Branch Level in The Iranian Banking System Using Grounded Theory Approach

Appropriate and rational evaluation is considered as a fundamental issue of today's organizations with multiple branches, especially about banks. In the meantime, utilizing a proper model of marketing performance evaluation at the bank’s branch level will bring consequences such as increasing the accountability, services quality improvement, increasing customer satisfaction and loyalty, and finally, the bank profitability. Therefore, the current research was conducted with the aim of designing and explaining a comprehensive model of marketing performance evaluation for the bank branches with the qualitative approach of the grounded theory. Considering the criterion of theoretical saturation, judgmental sampling was used to select 20 people who were interviewed. Based on the findings of the research, the provision of banking services at a certain level of quality by the bank's employees and management affects the marketing performance of the branch over time. Also, the findings showed that factors such as organizational culture, as well as local market conditions and macroeconomic factors, extra-branch rules and regulations, and the severe fluctuation of the local market, manifest themselves in customer relationship management, human capital management, and continuous improvement and finally, the consequence of such management is gaining customer loyalty, creating a successful brand and the bank profitability.