Determinants Factors and Outcomes of Internet Marketing Capabilities in the Banking Industry

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ASGARNEZHAD NOURI BAGHER; Saebnia Somayeh; Mohammadi Soltanabad Roghayyeh

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Paper Information

Journal: New Marketing Research Journal Year:2019 | Volume:9 | Issue:3 (34) Page(s): 19-42

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Information Journal Paper

Title

Determinants Factors and Outcomes of Internet Marketing Capabilities in the Banking Industry

Author(s)

ASGARNEZHAD NOURI BAGHER | Saebnia Somayeh | Mohammadi Soltanabad Roghayyeh | Issue Writer Certificate

Keywords

Internet MarketingQ2

Sepah BankQ1

Firm FeaturesQ2

Macro Environmental FeaturesQ1

Product FeaturesQ1

Abstract

Internet Marketing is one of the emerging concepts that can play a significant role in achieving specific marketing goals. In this research, efforts have been made to identify key determinants and outcomes of Internet Marketing capabilities. The population includes all employees of Sepah Bank branches in the city of Ardabil with a total of 191 individuals. According to Morgan's table, the sample size was 125, which was distributed by simple random sampling method and completed by employees of different branches of Sepah Bank. Data collection was done by Hayes’ (2011) standard questionnaire and its validity was assessed by content validity and its reliability was confirmed by Cronbach's alpha coefficient. The research model was tested based on structural equation modeling and AMOS software. The results showed that Internet Marketing capability has a significant positive effect on customer performance, market performance, and financial performance. Internet Marketing also has a mediating role in relation between the features of firm, service and environment with performance.

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APA: Copy

ASGARNEZHAD NOURI, BAGHER, Saebnia, Somayeh, & Mohammadi Soltanabad, Roghayyeh. (2019). Determinants Factors and Outcomes of Internet Marketing Capabilities in the Banking Industry. NEW MARKETING RESEARCH JOURNAL, 9(3 (34) ), 19-42. SID. https://sid.ir/paper/388159/en

Vancouver: Copy

ASGARNEZHAD NOURI BAGHER, Saebnia Somayeh, Mohammadi Soltanabad Roghayyeh. Determinants Factors and Outcomes of Internet Marketing Capabilities in the Banking Industry. NEW MARKETING RESEARCH JOURNAL[Internet]. 2019;9(3 (34) ):19-42. Available from: https://sid.ir/paper/388159/en

IEEE: Copy

BAGHER ASGARNEZHAD NOURI, Somayeh Saebnia, and Roghayyeh Mohammadi Soltanabad, “Determinants Factors and Outcomes of Internet Marketing Capabilities in the Banking Industry,” NEW MARKETING RESEARCH JOURNAL, vol. 9, no. 3 (34) , pp. 19–42, 2019, [Online]. Available: https://sid.ir/paper/388159/en

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