The Study Relationship between Marketing Knowledge Management Assets and Capabilities and Banking Industry Performance of Iran (Case Study : Saderat Bank of West Country)

With the increasing importance of marketing in today's world, the need for modern organizations to marketing knowledge management as a major source of competition is felt more than before, beside, banks to succeed in the knowledge economy should have special attention to knowledge management of marketing to be able to manage it. On the other hand, it should be noted that in today's economy is vital Banking Industry with the improvement of technology has intensified the competition among banks and in the meantime which banks are successful that have excellent performance. The aim of this study examines the relationship between marketing knowledge management Assets and capabilities and the performance of the banking industry (case study the Saderat Bank of the West in Iran). For this purpose, questionnaire of Faraji (2011) was used in this study (Assets and Capabilities of Marketing Knowledge Management questionnaire: consists of 34 questions and Banking Industry Performance: consists of 11 questions). In order to determine validity of questionnaire was used the face and content validity and Cronbach's alpha was used to determine the reliability of the questionnaire (first questionnaire 0/914, Second questionnaire 0/815). The statistical sample is consisted of 2000 employees of Saderat Bank of the West of country that by using Morgan table statistical sample was obtained 322, of course selects by simple random sampling for a period of Second 6 months in 2012. Descriptive research method is survey - correlations. Correlation test and stepwise regression was used to test the hypotheses. The results indicate that there is a significant relationship between assets (capabilities of IT) and abilities (creativity, innovation, internal and external of marketing abilities) of marketing knowledge management and performance of Saderat Bank in the West of Iran. At the end of the study in order to research subject were presented some recommendations to the Saderat Bank