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Abstract
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Background: In today's complex and dynamic environment, companies require to desing and adopt strategies in order to improve performance. Performance of the organization depends on the purpose of the financial performance (growth, profitability), market performance and competitive advantage. In this situation, the one will be able to compete who concentrates on the issues of marketing capability and strategic orientation.
Aim: The main purpose of this study is to determine the effect of strategic orientation and marketing capabilities and the investment in resources on performance of branches of Bushehr state's banks. Methodology: The research method is of survey- applied manner. The statistical population of this research includes managers and employees of Bushehr state banks. The sample size is limited to employees of 40 branches and classified-sampling method is used. In order to collect data, 230 questionnaires were distributed and 185 questionnaires were identified suitable to analyze. The said data was collected from state banks of Busher such as: Saderat, Tejarat, Sepah, Meli, Maskan, Keshavarzi, Sanat o Ma'dan, Tosye Saderat, Toseye Ta'von, and Post Bank. Construct validity was assessed using factor analysis. Cronbach's alpha coefficient was greater thanp for the construct of the questionnaire, so that it's reliability was confirmed. Research data was analyzed by PLS software,and structural equation modelling were used. Conclusions: Research findings show that all research hypotheses were approved. Therefore, strategic orientation, investment in resources and marketing capabilities have positive and meaningful effect on performance of state banks branches. Also, strategic orientation and investment in resources have direct and positive effect on marketing capabilities.
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