Development of a Comprehensive Framework for Marketing Performance Assessment Using Meta-Synthesis Approach: a Study in Iran Banking Industry

In this study we have investigated the marketing key performance indicators and also attempted to develop a tool for measuring the marketing performance in the banking industry. For this purpose we have used meta-synthesis method for extracting indicators of marketing performance from available qualitative studies, and benefit the test judgment of experts to confirm and weigh these indicators and to modify the measurement tool. Finally, a modified questionnaire has been employed to assess marketing performance in the banking industry. Identified indicators with using meta-synthesis method have been classified based on five dimensions including customer, brand, market, financial and innovations. Expert Test results have revealed that customer and financial dimensions of marketing performance are more important among others. Field test results have also indicated that the marketing performance is above average in banking industry and that the private banks had a better performance. It can also be found that the banks have better actions in brand, market and innovation dimensions than financial and customer dimensions.