Investigating the Relationship between Marketing Innovation Capability and Communication Network with Brand-specific Role with the Mediating Role of Cooperation Value and Customer Value in Private Banks

The aim of the current research is to investigate the relationship between marketing innovation capability and communication network with brand specific value with the mediating role of cooperation value and customer value. This descriptive-survey study is applied in terms of purpose based on structural equation modeling approach. The statistical population of the research consists of all the employees of single-branch private banks in Zahedan city, including Aindeh, Pasargard, Parsian, Saman banks, numbering 130 people. Then, 95 people were selected as the sample size using the Morgan table and the available sampling method. A standard questionnaire tool was also used to collect the data, and the validity of the tools was checked and verified by confirmatory factor analysis and reliability using the combined reliability method and Cronbach's alpha. In order to analyze the data, the structural equation modeling method was used in the environment of Smart PLS version 3. The results of the research showed that there is a significant relationship between marketing innovation capability and communication network with special brand value with the mediating role of cooperation value and customer value. Also, there is a significant relationship between marketing innovation capability and brand specific value with the mediating role of collaboration value, and between marketing innovation capability and brand specific value with the mediating role of customer value. The relationship also exists between communication network and brand specific value with the mediating role of collaboration value, and between communication networks and value. There is a significant relationship between brand characteristics with the mediating role of customer value.

In the present world, the increasing variety of choices is not just confined to the consumer market customers the banking industry is also filled with diversity and choice.  Developing new products and banking services, globalization, and intense competition have made this industry focus on competitive advantage and value creation and trying for improved performance. Thus, several tools such as innovation capabilities in the marketing process, communication networks, branding, collaboration value, customer value, maximized market share, profit, and customer outcomes such as satisfaction have been highlighted (AlTaweel & Al-Hawary, 2021). The present study aims to answer the question of whether there is a relationship between marketing innovation capability and communication network with the brand-specific role with the mediating role of collaboration value and customer value in private banks of Zahedan, Iran.

The study is applied in terms of purpose. This structural equation modeling-based descriptive survey explains the effect of marketing innovation capabilities and communication networks on brand-specific value with the mediating role of collaboration and customer value. The statistical population of the study included all 130 employees of single-branch private banks in Zahedan, including Ayandeh, Pasargad, Parsian, and Saman Banks. Using the convenient sampling method by Morgan Table, ninety-five individuals were selected as the research sample. Research data were collected using desk and field studies. The research conceptual model was identified by reviewing books, documents, articles, theses, databases, and internet networks. The model was validated using a field study. To verify the questionnaire validity and the accuracy of latent variables by observed variables, the convergent and divergent validity was examined using confirmatory factor analysis. The reliability of the questionnaire was verified using Cronbach's alpha coefficients and compositional reliability. The research data were analyzed using SPSS and SmartPLS3 and structural equation modeling.

The non-experimental causal relationship between research variables was verified using multivariate analysis and structural equation modeling (SEM) through the partial least squares method. According to the estimations, the research model fitness was verified. Furthermore, the research’s main hypothesis testing also revealed that the marketing innovation capabilities variable indirectly predicts 27.8 and 35.9% of the brand-specific value variance through collaboration value and customer value, respectively. In addition, the communication network variable can indirectly predict 31.8 and 23.7% of the brand-specific value variance through collaboration and customer values. The positive path coefficients and significance level of <0.001 indicate that the independent variable can highly explain the dependent variable variance. Moreover, collaboration and customer value variables also mediate the relationship between marketing innovation capabilities and communication networks with brand-specific value. Thus, the research hypothesis is maintained.

According to business managers and academic scholars, a brand-specific value is the missing link between today’s economy and business to introduce the lost trust of businesses. Innovation capabilities, communication, collaboration value, and customer value are the influential factors. Based on research results, the potential ability of private banks to adapt to the current and changing situation to develop new products, technology, and advances in achieving competitive advantages is essential in maintaining growth, survival, and competitive advantage. Hence, marketing innovation capabilities and communication networks would increase loyalty and value creation by focusing on customers and encouraging collaboration between customers and banks. According to the research results, it is recommended that private bank authorities adopt innovative managerial approaches for customers, take risks in attaining new opportunities in the market, and dedicate adequate sources for developing new services and products. It is also suggested that they enhance their positive relations with business partners, assign some people for customer relations, and enhance brand-specific value, collaboration value, and customer value through networking.