The impact of customer-orientation factors on innovation and marketing at the Arman financial and credit institute

چکیده مقاله

Given the need for appropriate responses of the banking system to increasing changes of global competition, focusing on the competitive advantage in this area is important, because competitive advantage means having better performance compared to competitors, and guarantees profitability in the short-term and survival and the growth of the organization in long-term. In this paper, focusing on the principles of comprehensive banking, asset management and customer-orientation, implementing the principle of resistance economy is examined through a practical point of view.

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