Developing a comprehensive model of marketing performance evaluation at the branch level in the Iranian banking system using Grounded Theory approach

Appropriate and rational evaluation is considered as afundamental issue of today's organizations with multiplebranches, especially about banks. in the meantime, utilizing aproper model of marketing performance evaluation at the bank’sbranch level will bring consequences such as increasing theaccountability, services quality improvement, increasingcustomer satisfaction and loyalty, and finally, the bankprofitability. therefore, the current research was conducted withthe aim of designing and explaining a comprehensive model ofmarketing performance evaluation for the bank branches with thequalitative approach of the grounded theory. considering thecriterion of theoretical saturation, judgmental sampling was usedto select 20 people who were interviewed. based on the findingsof the research, the provision of banking services at a certain levelof quality by the bank's employees and management affects themarketing performance of the branch over time. also, the findingsshowed that factors such as organizational culture, as well as localmarket conditions and macroeconomic factors, extra-branch rulesand regulations, and the severe fluctuation of the local market,manifest themselves in customer relationship management,human capital management, and continuous improvement andfinally, the consequence of such management is gaining customerloyalty, creating a successful brand and the bank profitability.