The present study was conducted with the aim of presenting and validating a marketing audit model in the country's banking system. This study is applied-developmental in terms of purpose and is a descriptive research with a cross-sectional survey approach in terms of data collection method. An exploratory mixed-methods research design was employed to achieve the objective. The participant population consisted of theoretical experts (marketing professors) and experimental experts (managers of the country's banking system). Using theoretical sampling, 14 experts participated in the qualitative phase after reaching theoretical saturation. In the quantitative phase, the perspectives of bank managers and experts were utilized, and the sample size was estimated at 180 individuals using power analysis. Quantitative sampling was conducted using cluster-random sampling. For data analysis, the grounded theory method with Maxqda software was used in the qualitative phase, and partial least squares method with Smart PLS software was used in the quantitative phase. The results of qualitative and quantitative analysis indicated that acceptance of technological changes, the need for digital banking, and transformation in banks' business models, as causal conditions, facilitate the formation of the core phenomenon, namely marketing audit. Furthermore, central bank policies and the socio-cultural status of society, as contextual conditions, and resistance to organizational changes, as an intervening condition, influence how marketing audit strategies are formulated and implemented. Finally, the identified strategies lead to increased customer satisfaction, improved key customer interactions, increased profitability, and enhanced bank performance.