international journal of business management
Studying the Relationship between the Marketing Mix and Absorption Deposits Foreign Nationals in Saderat Bank
Massoumeh Hemmati, Hasan Danaei, Hasanali Pishbin, Iraj Hemmati
deposit attraction is one of the main factors in bank’s economic growth which as a complementary for internal savings other than filling the savings’ gap can fill the currency gap as well through internal and external sources. So the purpose of this research is studying the relationship between marketing mix components and deposit attraction in Saderat Bank branches. The present study has a functional purpose and correlation-descriptive method. The population of the research are managers of all Bank branches in the city, 108 of which have been selected randomly as samples. Data questionnaire structures was approved due to the reliability of 94/0. Data analysis was done using the Pearson correlation coefficient and stepwise regression. The results showed that all marketing mix components have a significant relationship with deposit attraction of foreigners in Mashhad city. Also the results of stepwise regression analysis showed that the marketing mix components predict 53% of the deposit attraction changes.