………. روزنامه ………. مکاتبات پستی ………. تلفن ………. اطلاعرسانی در شعبه
مناسبتهای زیر از نظر اهمیت، برای شما چه اولویتی دارند؟ (۱= اولویت اول، ۲= اولویت دوم، ۳= اولویت سوم، ۴= اولویت چهارم)
(( اینجا فقط تکه ای از متن درج شده است. برای خرید متن کامل فایل پایان نامه با فرمت ورد می توانید به سایت feko.ir مراجعه نمایید و کلمه کلیدی مورد نظرتان را جستجو نمایید. ))
……….. مناسبتهای مذهبی (عید قربان، عید فطر و …)
………. مناسبتهای ملی- باستانی (نوروز، یلدا و ….)
……….. مناسبتهای خاص ( روز پدر، روز مادر و ….)
……….. مناسبتهای شخصی ( جشن تولد، سالگرد ازدواج و …)
- تمایل دارم که بانک کشاورزی در زمان مناسبتهای مذهبی (عید قربان، عیدفطر و …):
برایم پیام تبریک ارسال کند محصولات و خدمات بانکی مرتبط را به من معرفی کند هر دو گزینه
- تمایل دارم که بانک کشاورزی در زمان مناسبتهای ملی/باستانی (نوروز، یلدا و ….):
برایم پیام تبریک ارسال کند محصولات و خدمات بانکی مرتبط را به من معرفی کند هر دو گزینه
- تمایل دارم که بانک کشاورزی در زمان مناسبتهای خاص ( روز پدر، روز مادر و ….)
برایم پیام تبریک ارسال کند محصولات و خدمات بانکی مرتبط را به من معرفی کند هر دو گزینه
- تمایل دارم که بانک کشاورزی در زمان مناسبتهای شخصی ( جشن تولد، سالگرد ازدواج و …)
برایم پیام تبریک ارسال کند محصولات و خدمات بانکی مرتبط را به من معرفی کند هر دو گزینه
سایر نظرات و پیشنهادها:
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Last name: Pashaabadi First name: Mikael
Faculty: Management & Accounting Faculty of Shahid Beheshti University
Field : MBA (Marketing) Superviser: Azizi, Shariar PHD.
Title: Occasion Based Marketing Strategy Formulation for Selected Group of Customers
Abstract
In recent years, there has been an increase in competition in Iranian Banking System in order to obtain more sources with lower cost. In order to deal with such conditions, more attention needs to be paid to the new marketing and servicing methods. One of the new marketing methods that has recently attracted great attention is occasion based marketing. The purpose of the present study is to identify and prioritize the occasions as well as the communication channels. Moreover, this study aims at identifying texts which are sent to customers in specific occasions. The present study adopts a mixed-method approach (qualQUAN). In the qualitative phase of data collection, based on theoretical saturation principle, an in-depth interview was conducted with 17 selected costumers at different branches of Agriculture Bank. Then, based on content analysis, a variety of occasions and communication channels were extracted. In the quantitative phase, after distributing and collecting the questionnaires, a total of 421 questionnaires were selected for the final analysis. In the first stage of data analysis, the sample of the study was categorized into national- historical, religious, special, personal using clustering method and the importance of national-historical, religious, special, personal occasions was determined for each of the clusters. Then, Friedman test was used in order to specify the priority of each occasion and communication channel for each cluster. Finally, the frequency of texts for each cluster in that occasion was explored. The findings suggest that for the first cluster, national-historical occasions were the most important and personal occasion were the least important ones. For the second cluster, special occasions were the most important and religious occasions were the least important ones. For the third cluster, personal occasions were the most important and religious occasions were the least important ones. Among the communication channels, for all of the clusters, text messages were the most important and mails were the least important.
Key words: Occasion, Occasion Based Marketing, Event Marketing Bank, Customer
Shahid Beheshti University
Mangement & Accounting Faculty
Master Thesis of MBA (Marketing)
Title:
Occasion Based Marketing Strategy Formulation for Selected Group of Customers (Case Study: Agriculture Bank of Iran)
Superviser:
Shariar Azizi PHd.
Adviser:
Manezeh Gharache PHd.
Researcher:
Mikael Pashaabadi
November 2014
