Iranian Journal of Trade Studies

Iranian Journal of Trade Studies

Presenting and Validating a Marketing Audit Model in the Country's Banking System

Document Type : Research Paper

Authors
Farnaz Dehesht 1
Fatemeh Samadi, 2
Masoumeh Latifi Benmaran 1
1 Department of Business Management, ST.C., Islamic Azad University, Tehran, Iran.
2 Department of Business Management, ET.C., Islamic Azad University, Tehran, Iran.
10.22034/ijts.2026.2085837.4247
Abstract
The present study was conducted with the aim of presenting and validating a marketing audit model in the country’s banking system. In terms of purpose, this research is applied-developmental, and in terms of data collection method, it is a descriptive study employing a cross-sectional survey approach. To achieve the research objective, an exploratory mixed-methods design was adopted.
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 SmartPLS 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.
Keywords
The data used or generated in this research are presented in the text of the article
Subjects
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  • Receive Date 18 February 2026
  • Revise Date 06 May 2026
  • Accept Date 10 May 2026