University of Isfahan New Marketing Research Journal 2228-7744 7 2 2017 08 23 An Assessment Model of Local marketing in Mellat Bank Branches An Assessment Model of Local marketing in Mellat Bank Branches 79 92 21799 10.22108/nmrj.2017.21799 FA Masoud Keymasi Assistant Professor, Faculty of Management, University of Tehran, Tehran, Iran Narges Saremi Ph.D. Student, International Marketing, Alzahra University, Tehran, Iran Journal Article 2016 01 26    One reason for the poor performance of some branches is their weak marketing. On the other hand, there is not a specific tool to measure the development of marketing activities in the branches. The concept of "local marketing" is defined, to examine how well branches do their marketing activities. The aim of this study is to identify the components of local marketing in the branches and offer a tool for measuring the quality of local marketing in Mellat bank. In order to achieve this goal, “environmental intelligence and customer attraction”, “developing communication channels with customer”, “custom services” and “customer oriented processes of branch” were identified as the main factors through this research using factor analysis.    One reason for the poor performance of some branches is their weak marketing. On the other hand, there is not a specific tool to measure the development of marketing activities in the branches. The concept of "local marketing" is defined, to examine how well branches do their marketing activities. The aim of this study is to identify the components of local marketing in the branches and offer a tool for measuring the quality of local marketing in Mellat bank. In order to achieve this goal, “environmental intelligence and customer attraction”, “developing communication channels with customer”, “custom services” and “customer oriented processes of branch” were identified as the main factors through this research using factor analysis. https://nmrj.ui.ac.ir/article_21799_afb4fa69daecfa8f087a3f7329a7a80d.pdf