بررسي مقايسه اي عوامل موثر بر موفقيت بانك هاي دولتي و خصوصي ( از ديد مشتريان )

Comparative Analysis of the Effective Factors on the Success of Private and Public Banks (From the customers point of view)

Safe competition between banks is profitable for them and helps them to proceed and extend .The aim of this research is an investigation of effective factors on absorbing deposit in public and private banks, and compare these factors between public banks and private banks .The goals tested seven variables (elements of service marketing mix) consist of place of bank branches quality of bank services, promotional activities , expenses of services , way of doing banking activities process , bank employees ,s behavior , physical facilities of bank branches. This research is descriptive - survey and all information for theorical discussion gathered through library researching and interviews and data for statistical analysis gathered through questioner. In this research we have used one sample T test independent T test, one way ANOVA, Hostelling for agent ranking and Friedman for questions ranking. The results of research show that all elements of service marketing mix have effective role on absorbing deposit in both public and private banks and there is a meaningful difference between elements of service marketing mix in public and private banks and the private banks have done the service marketing better than public banks, promotional activities ,in public banks, and place of banks in private banks ,have had the most effect in absorbing deposits.