The effect of Islamic Marketing Ethics and Convergence Marketing on Bank performance with the Mediating Role of Service Culture

Document Type : Original Article

Authors

• Hosein Salari Mehr ¹
• Seyed Mohammad Reza Davoodi ²
• Mohammadreza Dalvi ³

¹ Department of Business Management, Dahaghan Branch, Islamic Azad University, Dahaghan, Iran

² Associate professor, Department of Management, Dahaghan Branch, Islamic Azad University, Dahaghan,, Iran

³ Associate professor, Department of Management, Dahaghan Branch, Islamic Azad University, Dahaghan, Iran

Abstract

This research was conducted to " investigate the effect of Islamic marketing ethics and convergence marketing on bank performance, taking into account the mediating role of service culture and the moderating role of organizational digital literacy in Sepeh Shahr Bank of Isfahan". In terms of the method, it is a descriptive survey of the correlation type with an applied nature and is cross-sectional in terms of time. The statistical population is all the employees of Sepe Bank Isfahan branches. The measuring tool of the research is Sundi et al.'s (2022) questionnaire for the variables of Islamic marketing ethics, convergence marketing, bank performance, and organizational digital literacy, and the researcher-made questionnaire of the servant culture. The validity of the questionnaires was measured by form and content methods and construct validity and Cronbach's alpha was calculated to determine its reliability. Its value was estimated to be 0.973. Data analysis was done using Spss26 and Smart Pls4 software. The Kolmogorov Smirnov test was used to check the normality of the data and the structural equation method was used to test the hypotheses. The results of the research showed that the ethics of Islamic marketing and convergence marketing affect the bank's performance and service culture; Also, organizational digital literacy moderated the relationship between convergence marketing and Islamic marketing ethics and bank performance, But servant culture is not a mediator in the relationship between Islamic marketing ethics and Bazarbabi convergence with bank performance. Therefore, it can be said that Islamic marketing ethics and convergence marketing with the moderating role of organizational digital literacy can guarantee the improvement of the bank's performance and help its growth and development.

Keywords

• Bank performance
• Islamic marketing ethics
• convergence marketing
• organizational digital literacy

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