تاثیر استراتژی سطح شرکت و استراتژی بازاریابی بر عملکرد بانک‌ها با نقش میانجی محتوای استراتژی

هدف از پژوهش حاضر، با توجه به موضوع (تاثیر استراتژی سطح شرکت و استراتژی بازاریابی بر عملکرد بانک‌ها با نقش میانجی محتوای استراتژی) و بیان مسئلۀ تحقیق، بررسی تاثیر استراتژی سطح بانک و بازاریابی از طریق محتوای استراتژی (نقش میانجی) بر عملکرد بانک‌های خصوصی در افغانستان می‌باشد. به‌علاوه، این تحقیق از نظر هدف، کاربردی و ازنظر روش، توصیفی - پیمایشی است. ابزار جمع‌آوری داده‌های پژوهش، پرسشنامه است که اغلب 264 پرسشنامه از نمونه آماری برگشت و از طریق معادلات ساختاری و آزمون سوبل تحلیل گردید. بر این اساس، تجزیه‌وتحلیل داده‌ها، بر اساس روش های آماری به کمک نرم‌افزار spss23 و lisrel8.80، مورد آزمون و تحلیل قرار گرفت. پایایی تحقیق، توسط آلفای کرونباخ به کمک نرم‌افزار spss و روایی آن بر اساس روایی محتوا و تحلیل عاملی، تحلیل و مورد تایید قرار گرفت. یافته‌های پژوهش بر اساس آزمون فرضیه ها، حاکی از تایید فرضیه‏های پژوهش است. درواقع، استنباط شد که استراتژی سطح بانک و استراتژی بازاریابی بر عملکرد بانک‌ها تاثیر معناداری دارد. از طرفی محتوای استراتژی رابطه بین استراتژی سطح بانک و استراتژی بازاریابی را با عملکرد بانک‌ها تعدیل می‌کند. درنهایت، بین استراتژی سطح بانک و استراتژی بازاریابی رابطه معناداری وجود دارد.

the effect of company level strategy and marketing strategy with the content strategy on the performance of banks

introduction: in the present situation, private banks are facing dynamics and challenges such as: insecurity, poor financial instruments, technological and digital problems and so on. however, in order for these banks need a dynamic strategy to interact and cope with these challenges (plan the right stance and action, bank level strategy and marketing strategy), to ensures the effectiveness of the bank’s performance in the long run. because private banks, without a clear plan, cannot activity compete in new markets and improve their effectiveness and operational capacity. performance and strategy are two important patterns and capabilities in the growth of activities and presence of companies in competitive markets. the content of the strategy should be designed in such a way that while enumerating the key factors, it predicts the success of private banks; in addition, it leads banks to be more efficient in competing with other banks and ultimately, to develop their business.methodology: the purpose of this study, considering the nature and expression of the research problem, is to investigate the effect of company level strategy and marketing strategy through the content strategy (mediator role) on the performance of private banks in afghanistan. the statistical population of the study includes the managers of seven private banks in kabul and based on cochran’s formula, 264 people have been selected as the sample size of the research according to the due to the size of the population. in addition, this research is applied in terms of purpose and descriptive - survey in terms of method. the tool for collecting research data, is a questionnaire and the questions of the questionnaire include two parts: general and specialized questions. general questions are related to demographic questions. specialized questions including 47 questions, based on the likert scale to examine and measure the indicators of four variables (bank level strategy, marketing strategy, content strategy and bank performance), are also presented in the form of a research questionnaire. most of the 264 questionnaires were returned from the statistical sample and analyzed through structural equivalence and sobel test.accordingly, data analysis was performed at two levels of descriptive and inferential statistics, in the analysis of descriptive statistics section, descriptive statistical methods, tables and graphs were used. in the inferential statistics section, in this research, 5 hypotheses were proposed and tested by examining the research model, based on statistical methods using spss23 and lisrel8.80 software. finally, all hypotheses were confirmed. the reliability of the research was calculated by cronband´s lisrel8.80 alpha using spss software and its validity was analyzed and confirmed based on content validity and factor analysis.results and discussion: the total average of the marketing strategy variable (3.98) and, among the variable dimensions, the differentiation strategy dimension has the highest average (3.99) and the focus strategy dimension has the lowest average (3.96), which is more than the average of 3. therefore, it can be concluded that the overall status of the marketing strategy variable is relatively at a favorable level. the total average of the bank level strategy variable is (3.40) and, among the variable dimensions, the supervision strategy dimension has the highest average (3.45) and the guiding strategy dimension has the lowest average (3.40), which is more than the average of 3. therefore, it can be concluded that the general situation of bank level strategy variables is at a favorable level. the total average of the bank performance variable is (3.25). among the variable performance indicators, the non-financial performance dimension of the bank has the highest average (3.277) and the financial performance dimension of the bank has the lowest average (3.24), which is more than the average of 3.