چکیده مقاله
Information and communication technology has created a new world As time goes by, the physical world are placing whit the virtual world In the new virtual world theboundaries, the rules and the characteristics of the physical world are changing and information and communication technology creates new business and new method in managementand work , all of business are influenced from this, so marketing method and principle change and new marketing method are used in new IT business So, These changes affected the marketing mix and changed them The traditional 4P marketing mix is replaced whit 4S webmarketingmix and organization are trying to succeed by using of the new technologies and new marketing methods in virtualmarket Bank industry and its service are change and new business are created, so the method of marketing in bank should be adaptedby new business by considering the role of ICT in bank industry In this paper, the effect of 4S web marketing mix on theprofitability of Iran’s bank are measured by the using of the SCP profitability model In experimental suggested model, two factors of 4S web marketing mix has been fixed, and the effect of two other factors, the synergy and the site, are measured on profitability of bank by using of structure conduct performancemodel The data source for this study was collected from the report of central bank of Iran during five years, from 2004 to 2008 Thedata were analyzed using SPSS software and Panel Data model The results of estimating the profitability pattern with regards to 4S web marketing in Iranians banks was positive and statistically significant
کلیدواژهها
نویسندگان
Hossein Rezaei Dolatabadi
Faculty of business administration, University of Isfahan Isfahan, Iran
Samad Ghorbani chubuglu
Faculty of business administration, University of Isfahan Isfahan, Iran
Hussein Rezahaji Bidgoli
Faculty of business administration, University of Isfahan Isfahan, Iran
Hakimeh Taghavi
Faculty of Management and Accounting, Farabi Campus, University of Tehran, Iran
شیوه ارجاع
Rezaei Dolatabadi, Hossein and Ghorbani chubuglu, Samad and Rezahaji Bidgoli, Hussein and Taghavi, Hakimeh,1394,Evaluation the Effect of 4S Web- Marketing on the Bank’s Profitability; Case Study Iranians Banks,9th International Conference on e-Commerce with focus on E-Business,Mashhad
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