umovestСтатистика и ЭкономикаStatistics and Economics2500-3925Plekhanov Russian University of Economics10.21686/2500-3925-2014-4-101-104umovest-475Research ArticleЭКОНОМИКАECONOMICSХАРАКТЕРИСТИКИ И ПУТИ ПРЕОДОЛЕНИЯ НЕДОСТАТКОВ МАРКЕТИНГА БАНКОВСКИХ УСЛУГ В ИРАНЕCHARACTERISTICS AND WAYS TO OVERCOME THE INSUFFICIENCIES OF MARKETING BANKINGНематСафари МониреNematSafari Monirehmonire.safari@yahoo.comМхитарянСергей ВладимировичMkhitaryanSergey V.mxmarket@yandex.ruМЭСИРоссияMoscow State University of Economics, Statistics and Informatics (MESI)Russian Federation20140908201604101104Copyright © Немат С.М., Мхитарян С.В., 20162016Немат С.М., Мхитарян С.В.Nemat S.M., Mkhitaryan S.V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://statecon.rea.ru/jour/article/view/475

В данной работе на основе Т-критерий и теста Фридмана выявлены и рассмотрены 4 группы основных проблем в развитии банковских услуг в Иране:1) человеческий фактор; 2) отсутствие конкуренции в банковской сфере; 3) политические факторы; 4) технические препятствия. Низкий уровень маркетинга банковских услуг в Иране обусловлен вышеперечисленными факторами, среди которых факторы 1-ой группы оказывают наибольшее отрицательное влияние на квалификацию маркетингового звена менеджеров, уровень знаний служащих в сфере банковского маркетинга и текучку кадров. На второе место можно поставить вмешательство государства во вклады, монополию банковского рынка и отсутствие иностранных банков в Иране. Политические факторы и технические препятствия оказывают приоритеты одинаковы.

In this work on a basis T-criterion and Friedman’s test 4 groups of the main problems in development of banking services in Irane:1) a human factor are revealed and considered; 2) lack of the competition in the bank sphere; 3) political factors; 4) technical obstacles. Low level of marketing of banking services in Iran is caused by above-mentioned factors among which factors 1 - oh groups have the greatest negative impact on qualification of a marketing link of managers, level of knowledge serving in the sphere of bank marketing and routine of shots. On the second place it is possible to put state intervention in deposits, monopoly of the banking market and absence of foreign banks in Iran. Political factors and technical obstacles render priorities are identical.

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The authors declare that there are no conflicts of interest present.