نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
The purpose of the present study is to validate the social marketing model for banking services with an emphasis on consumer behavior patterns in Rafidain Bank of Iraq through testing the structural relationships. This research is applied–developmental in purpose, descriptive–survey in method, and quantitative in approach.The statistical population consisted of 384 customers of Rafidain Bank of Iraq, selected through random sampling. To validate the extracted model, a researcher‑made questionnaire was developed and distributed among the target population. Data were analyzed using AMOS 20 software and structural equation modeling (SEM).The results indicate that, in Rafidain Bank of Iraq, contextual conditions play the most significant role in shaping social marketing strategies, while the core phenomenon (consumer behavior patterns) serves as a complementary and reinforcing factor. This pattern suggests that the success of social marketing in banking services within the Iraqi context depends not merely on understanding customer behavior, but more importantly on the alignment of strategies with the cultural, institutional, and structural realities of the society.
کلیدواژهها English
