aAssistant Professor, Department of Industrial Engineering, Payam Noor University, Tehran, Iran
bMaster Student, Industrial Engineering, Payam Noor University, Tehran, Iran
Online published on 13 July, 2015.
This study presents the effect of social marketing on the banking performance in the branches of the Melli bank of city of Borujerd. This paper considers the following three factors: customer orientation, the exchange process and the strategic process on the banking performance. The research method is the use of descriptive and the statistical population is the city of Borujerd's Melli bank branches staffs. The data gathering tools is questionnaire that have been analysed with using of the SPSS software. The results suggest that social marketing and its components affect significantly on the banking performance.
Social marketing, banking performance, Melli bank
