MANAGERS TENDENCY TO MARKET: EVIDENCE FROM PUBLIC AND PRIVATE BANKS

Abstract

This study has done to evaluation Managers Tendency to Market and its factors. The population of this study includes all directors, assistants and offices clerks at public and private banks in Ardabil province. Morgan Table is used to determine sample size and it was 147. For gathering data in theoretic section we used library and also interview with scholars and specialists of the organization and in data gathering section we used questionnaire method. In order to determine the validity of data collection we used Cronbach's alpha to test the validity of the formal symbol or reliability. To analyze the data and test hypotheses by using SPSS software version 16 using
descriptive statistics (frequency, percentage, mean, standard deviation and etc.) and inferential statistics (the Kolmogorov-Smirnov test, one simple t- test) were used. The KolmogorovSmirnov test results show that the test distribution is Normal, so we can used one simple t- test. Findings show that managers tendency to market and its factors (focus of customer, strategy implementation, information use, new services development, focus of competitor, and focus of environment) is higher than average at public and private banks in Ardabil Province.