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 keyperformance indicators and also attempted to develop a tool formeasuring the marketing performance in the banking industry. For thispurpose we have used meta-synthesis method for extracting indicators ofmarketing performance from available qualitative studies, and benefit thetest judgment of experts to confirm and weigh these indicators and tomodify the measurement tool. Finally, a modified questionnaire has beenemployed to assess marketing performance in the banking industry.Identified indicators with using meta-synthesis method have beenclassified based on five dimensions including customer, brand, market,financial and innovations. Expert Test results have revealed that customerand financial dimensions of marketing performance are more importantamong others. Field test results have also indicated that the marketingperformance is above average in banking industry and that the privatebanks had a better performance. It can also be found that the banks havebetter actions in brand, market and innovation dimensions than financialand customer dimensions

The Effects of Variety Seeking and Novelty Seeking on Tourists’ Revisit Intention (Case study: Tehran’s tourists)

The tourism industry is one of the most important phenomena in this century. To success in this filed, we need to study tourists and their behaviors. The current study aims to investigate the effects of behavioral variables such as variety seeking and novelty seeking on revisit intentions in the short, medium and long term, in order to study the process of return of tourists and identify tourists’ behavior in Tehran. This paper is applied and descriptive. 390 individuals were selected as the sample size based on Morgan table. To collect data, questionnaire is used. Questionnaire’s reliability and validity were measured by Cronbach's alpha and factor analysis. The conceptual model was examined by path analysis and structural equation model. The findings indicated significant differences between revisit intentions at different intervals according to novelty seeking and variety seeking. In short term, these variables casue people not to revisit the destination; however, the effects of these variable on revisit intention will decrease in long term