Document Type : Original Article

Authors

1 Department of Public Administration, Dehagan Branch, Islamic Azad University, Dehagan, Iran

2 Department of Public Administration, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran

3 Assistant Professor, Department of Management, South Tehran Branch, Islamic Azad University,Tehran,Iran,

10.22054/dcm.2022.68902.1124

Abstract

E-marketing greatly facilitated the banking sector. Because financial institutions can increase their services and reach global arenas. To further confirm this issue, the present study intends to identify the extent of use of electronic recovery services in Iranian banking and its role in strengthening communication with customers and its effect on brand management. The present research has investigated and analyzed the relationship between the dimensions of mental image, brand awareness and brand recognition in attracting customers, taking into account the marketing of electronic services (the case study of Iran Postbank). This research is applied in terms of purpose and descriptive-survey and correlational in terms of the nature of data collection. The statistical population of the research includes managers and senior supervisors of Iran Postbank. The sample size of the research is 168 people, and simple sampling method was used, and 117 people were selected for the research. A questionnaire tool was used to collect data. The validity of the questionnaire was confirmed through content validity and its reliability through Cronbach's alpha coefficient. To analyze the data, structural equation modeling was used with the help of PLS software. The results of this research showed that the variables of mental image, brand awareness and brand recognition have a significant and positive effect on the marketing of electronic services, also the marketing of services has a positive and significant effect on customer attraction and the marketing of electronic banking services will increase customer attraction.

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