خلاصة:
Purpose: The purpose of the current study is to identify the aspects of cause-related marketing in the banking system and determine the outcomes of implementing cause-related marketing. Design, methodology, and approach: The research methodology is qualitative with in-depth interviews with 16 senior managers of Bank Keshavarzi. Data were analyzed using open coding, axial coding, selective coding, and the software named MaxQDA12pro. Findings: The results revealed that the aspects of cause-related marketing were affected by internal and external factors as well as their categories. Research limitations and implications: The emergence of a new marketing concept for audiences has made it difficult to carry out the research. The qualitative research approach was mainly implemented in the working field of the experts of Bank Keshavarzi, with the resulting model created from their opinions. Practical implications: Banks must implement different strategies for different groups. Implementing cause-related marketing results in social, economic, marketing, and environmental outcomes for banks and the country, each of which affecting the banking activities. Social implications: If cause-related marketing penetrates into consumer attitudes and behaviors, it will be a marketing tool required to improve organizational reputation, develop a brand image of the company, raise customer satisfaction and loyalty, increase sales, and in the meantime benefit the community. Originality and value: This qualitative research helps companies that consider new consumers understand their needs and demands, share their values with them, and remain in the current competitive environment. Hence, cause-related marketing can be a safe and distinguished tool in their success.
ملخص الجهاز:
com Kamyar Kavosh Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran Received: 18 February 2019 Accepted: 14 April 2019 The purpose of the current study is to identify the aspects of cause-related marketing in the banking system and determine the outcomes of implementing cause-related marketing.
Early concepts identified in cause-related marketing Open codes identified Social values; compulsory implementation of communicated policies; usury-free banking; constant changes in the environment; business distinctions; key stakeholders of banks; macro policies of the government; government tasks; basic groundwork for social and economic living conditions; operations at the international level; the level of public awareness; enhancing public awareness; rationality of people; achieving more profits; acquiring economic benefits; inclination towards maximizing profits; belief in social responsibility; mental beliefs of individuals; different views towards commercial and specialized banking systems; customer perspective; contingent attitudes; long-term planning; short-term planning; general prescriptions; focus on major banking operations; focus on the operations of the sectors; visibility of bank strategies; unshared incomes of banks; shared incomes of banks; interest claims by stockholders; specialized and development banks; state- owned banks; positive views towards development banks; non-economic priorities; care for different parts of the society; social context mechanism; social responsibilities; public information; green advertisement; lack of support by broadcasting companies; resource mobilization; electronic banking services; non- charity banks; nature of bank operations; capital loans; Gharz Al-Hasanah (interest- free loans); limited resources of the banking system; non-public resources; public resources After identifying and registering early concepts based on the interrelationship between concepts and subjects, the relevant groups formed in separate categories were categorized based on the existing or new concepts.
The conceptual model Outcome categories identified in implementation of cause-related marketing outcomes in the banking system involve social outcomes, economic outcomes, marketing outcomes, and environmental outcomes.
Axial categories {مراجعه شود به فایل جدول الحاقی} Considering discussions above, the conceptual model obtained from implementing cause-related marketing in the banking system of Iran is as shown in Fig. 3.