brand creates value for both customer and organization, but the main source of this value, is located in actual and potential customers’ mind. it is obvious that mentality creation cannot be controlled directly. this article aimed to illustrate the importance of branding in banks of iran and demonstrate the relation between images created from marketing activities and customers’ mentality, rela...

Objectives The recent shift, from merely traditional approach providing only financial services to the new trend implying banks can be considered as business partners meeting their whole financial needs and creating a win-win relationship, in customers’ opinion towards banks has made banks try to apply banking marketing strategies to help attract more customers and respond to their needs. Hence...

due to the increasing importance of internet banking and the critical actions taken by banks in order to offer internet banking services in iran and also according to the increasing number of people using internet banking services, it is essential for bank marketers to understand internet banking customers better. only through this comprehension the marketers are able to develop strategies and ...

In any country, commercial banks lay the groundwork for economic growth by collecting national resources and capitals and allocating them to different economic sectors. Optimal allocation of resources is especially important in achieving this goal. Banks with an effective and dynamic system of customer assessment can efficiently allocate their resources to customers regardless of their geograph...

the increasing growth and development of communications technology has created a major change indifferent aspects of human life and organizational performance. new technologies have changed function and attitudes of individuals and organizations and have become an important aspect in creating new jobs and innovation in organizations. development of new phenomena such as electronic business, ele...

nowadays, advances in information and communication technologies, has provided an opportunity for banks to provide their electronic services to their customers in remote areas. this technological innovation by e–banking systems has brought about many benefits to customers while it has been accompanied by a number of risks including the operational ones. this risks need to be identified and mana...