Assessing the effect of banking resource mobilization on financial resource attraction (Case Study: Melli Bank of Anzali)

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1 International Research Journal of Applied and Basic Sciences 2013 Available online at ISSN X / Vol, 4 (7): Science Explorer Publications Assessing the effect of banking resource mobilization on financial resource attraction (Case Study: Melli Bank of Anzali) Ahmad Aftabi, Soroush Daneshvar, Amir Karimbakhsh, Roudabeh Shadab and Fatemeh Mortezaei Master Students of Business Management. Islamic Azad University, Rasht, Branch, Iran. Corresponding author Ahmad.aftabi1358@yahoo.com ABSTRACT:This study investigated the effect of banking resource mobilization on financial resource attraction at Melli Bank of Anzali. The research has an applied purpose and descriptive survey method. The study population included the Anzali s Melli Bank customers. The sample size was calculated using the tables of Krejcie and Morgan, 384 were randomly selected for sampling. Data collection tool is the questionnaire. Validity of the questionnaire was positive through the professors and experts view. of questionnaire reliability was calculated using Cronbach's alpha coefficient for 82/0. Data were analyzed using descriptive and inferential statistics (Univariate t-test and Friedman rank test). Keywords: banking resources, resource mobilization, Melli Bank INTRODUCTION Financial resource attraction is extremely important in the activities of a bank because success in this area can be a factor for success in other areas. Financial resource attraction for banks and banking system are concerned both external factors and internal factors, so understanding these factors and level of their effectiveness are essential and important for success in this field. In this paper, the factors affecting the banking resource attraction are studied which are influenced by internal and controllable factors of management. Statement of Problem Given that economic development is one of the most important factors in the development and transformation of institutions, therefore, financial institutions and financial entities can be formed to facilitate economic progress and it can be stated that existence of advanced financial institutions and markets with the use of modern methods are directly related to the degree of development of a country. So, more funds attraction and effective competition in the conditions of absorption of resources by the bank are the topics that have always been regarded by credit and financial entities. However, immediately after the removal of the private banks, all banks were run by the government, but more or less have competed with each other to attract more funds. Today, except the competition between public and private banking groups, the creation of new private banks, new credit and financial institutions and as well as expanding the scope of activities are added to reasons and therefore is competing in the financial resources of country's banking system (Razani, 2003). The key element in monetary and banking system is the manner of financial resource mobilization and its allocation and distribution among the various economic sectors and economic activities as well as routes which the amount of money available enters to the economic system and circulates. Given to banking job in mobilizing financial resources and optimized allocation in the economy, the efficient banking system operate in the mobilization and allocation of financial resources in a competitive environment, the reduction of production costs and improvement of production and employment can be observed, otherwise economic growth, and the inefficiency of the banking system in mobilization and allocation resources leads to waste of resources and adding to the economic downturn (Ramzani, 2006 ). Internal factors affecting resources In a general classification, the factors affecting the banking resources can be divided into two categories: external and internal factors. External factors are uncontrollable factors of bank management and

2 factors such as inflation, money supply growth rate, National income, economic growth, GDP growth rates and central bank policy are included. Internal factors can be categorized into service factors, financial factors, relationship and human factors, physical and institutional affiliation factors. Service factors include: variety of banking services the quality of banking services electronic banking services specialized skills of staff Financial factors include: Paid loans the interest rate paid on deposits Bonuses paid to depositors Relationship and human factors: Advertise Bank employee s behavior and how they deal with customers appropriate informing and training to customers proper individual characteristics of employees Physical conditions and factors: location of bank branches Number of bank branches interior and exterior design and beauty of branches Appropriate physical facilities Organizational affiliation Factors : Payment of staff salaries and social security Organization of Social Security and pension benefits paid by the bank Organization of Social Security benefits received by the bank Literature Maghouie nejad (2008) in his study entitled "Factors Affecting the increase in customer deposits in commercial bank branches in the city of Rafsanjan (from customer perspective)," examined the most important factors in the increase in customer deposits from customer perspective, who are worthwhile capitals of the bank, and also concluded that the improvement factors of employees social relationships with customers, appropriate individual features of staff, good amount of interest paid and good services are important. In order to test hypotheses, statistical information was collected through a questionnaire in Tejarat Bank of Rafsanjan in (2008 )and then the relation of each aforementioned factor with an increasing amount of deposits was analyzed using appropriate statistical methods. Therefore, the research method is descriptive- survey. Habibipour (2008), in an article entitled " Factors affecting Banking Resource Mobilization " pointed out that internal factors are more influential than average bank in mobilizing resources. Khezra (2006), in an article entitled "Factors affecting mobilization of financial resources" stated that information technology and communications skills of the staff working in banks and diversification of bank service quality, customer satisfaction, acceptance of indoor environment and locations of branches in modern banking are important tools which are used efficiently to absorb funds. Soteriou and Zenios (2007) offered a framework for patterning of various performance aspects and strategic modeling of commercial banks branches in America. They did a study combining strategic benchmarking with efficiency benchmarking for the first time offered. Young and Jang (2006), studied the long-term profitability of the Bank in Taiwan and concluded that the bank services are considered as the main banking and business interests for the profitability of banks. The most important factor for most bank employees is regarded to increase profitability and gain. Abhiman et al (2009) studied some of the great branches of State Bank of India and concluded factors such as staffing, employee education, environment, location, advertising, government regulations and reducing government intervention are considered factors attracting deposits from the public. In their opinion, most important factor affecting they their investment attraction is manpower.

3 MATERIALS AND METHODS This research is applied and descriptive - survey. population of research is Anzali Melli Bank s customers in Random sampling - is simple. The sample size was determined 384 according to Morgan and Kerjcie. (Given that the population size is almost unlimited, in the above table for the population over 100,000, 384 samples have been proposed.) Questionnaire was used to collect data. Number of items (26) were set based on a Likert five-point. Questionnaire reliability was confirmed by professors and technical experts and its validity was obtained using Cronbach's alpha coefficient 82% of that is an acceptable figure. Data Analysis The first sub-question: To what extent do the service factors effect on banking resource attraction in Melli Bank branches? Table 1 Univariate t-test results regarding the effects of service factors in customers perspective 1 Suitable deposit schemes 74/3 885/0 773/16 000/0 2 Suitable payment plans 91/3 539/0 098/19 000/0 3 Forms of electronic banking services 05/4 106/1 050/20 000/0 4 Appropriate waiting facilities 79/3 012/1 959/14 000/0 5 Speed of services to depositors 97/3 872/0 096/22 000/0 6 The suitability of e-banking services 15/4 119/1 230/23 000/0 7 Professional skills of staff 87/3 836/0 589/19 000/0 Total 92/3 737/26 000/0 The Univariate t-test equals 383 degrees of freedom and a confidence level of 99%. It should be noted that given to the sample size, the critical point of the table equals 326/2 and since t is calculated, it is more than table s t. Service factors are moderately effective in Banking resource attraction of Melli Bank s branches. The second sub-question: To what extent do the financial factors effect on banking resource attraction in Melli Bank branches? Table 2 Univariate t-test results regarding the effects of financial factors in customers perspective 8 Facility rate paid by the customer 85/3 017/1 096/16 000/0 9 The amount paid by the customer convenience 89/3 033/1 110/17 000/0 10 Interest rate paid on deposits 95/3 101/1 939/17 000/0 11 Awards amount paid to depositors loan 34/3 069/1 204/6 000/0 12 Diversity Awards and loan payments to depositors 08/3 097/1 336/2 000/0 13 Numerous awards loan payments to depositors 16/3 025/1 135/3 000/0 Total 54/3 483/13 000/0 The results obtained from table 2 suggest that the results are significant at the 99% confidence level. Financial factors are moderately effective in Banking resource attraction of Melli Bank s branches. The third sub-question: To what extent do the human factors effect on banking resource attraction in Melli Bank branches? Table 3 Univariate t-test results regarding the effects of human factors in customers perspective 14 Advertising bank in Mainstream Media 46/3 157/1 730/7 000/0 15 Prosperity Bank advertising in print media 68/2 059/1 036/6-000/0 16 Bank employee behavior and how to deal with customers 54/4 852/0 581/42 000/0 17 Fairness and non-discrimination in the provision of services 87/3 888/0 258/19 000/0 18 Provide appropriate information and training to customers 64/3 859/0 619/14 000/0 19 Features for individual employees 8/3 954/0 124/16 000/0 Total 66/3 70/24 000/0 According to Table (3) except for item 15, the rest of the items are acceptable and can be generally concluded that human factors are moderately effective in Banking resource attraction of Melli Bank s branches. The fourth sub-question: To what extent do the physical factors effect on banking resource attraction in Melli Bank branches?

4 Table 4 Univariate t-test results regarding the effects of physical factors in customers perspective 20 Location of Branches 93/3 077/1 733/17 000/0 21 Number of branches 57/3 025/1 907/10 000/0 22 Beautiful interior and exterior design and Branches 61/3 033/1 655/11 000/0 23 Physical facilities, bank branches 83/3 981/0 091/16 000/0 Total 73/3 609/18 000/0 According to Table (4), results are significant at 99% confidence level. Physical conditions and factors are moderately effective in Banking resource attraction of Melli Bank s branches. The fifth sub-question: To what extent do the affiliation factors effect on banking resource attraction in Melli Bank branches? Table 5 Univariate t-test results regarding the effects of affiliation factors in customers perspective Question Items s t p 24 Salaries and employee benefits paid by the Social Security 17/3 111/1 169/0 000/0 Corporation Bank 25 Pensions paid by the Social Security Corporation Bank 39/3 112/1 929/0 000/0 26 Organization of Social Security benefits received by the Bank 08/3 062/1 365/0 000/0 Total 21/3 776/0 000/0 The results of Table 5 indicate that observed t is greater than critical values of 1% error. Therefore, organizational affiliation factors are moderately effective in Banking resource attraction of Melli Bank s branches. The main question: what are the factors affecting banking resource attraction of Anzali Melli Bank in terms of priority and importance according customers perspective? Table 6. Friedman test results about ranking factors affecting banking resource attraction of Anzali Melli Bank in terms of priority and importance according customers perspective Component Average Rating: service factors 73/3 Physical factors 25/3 Communication and human factors 3 Financial factors 8/2 Affiliation factors 23/2 According to Friedman test results about ranking factors affecting the banking resource attraction which is presented in Table (6), the most important factor affecting the banking resource attraction is service factors in customers perspective and others are in different levels. The least important factor affecting the banking resource attraction is organizational affiliation in customers perspective. DISCUSSION, CONCLUSIONS AND RECOMMENDATIONS In connection with the first sub-question To what extent do the service factors effect on banking resource attraction in Melli Bank branches? " And based on Table 1 in terms of the resources in the service of Prosperity Bank city of Isfahan transition based on the results in Table 6 it can be concluded that the highest priority in terms of customer service agents are the most important factor in attracting resources, is a service agents. In relation to the question of "To what extent do the financial factors effect on banking resource attraction in Melli Bank branches?" According to findings (Table 2) from the perspective of customers at bank branches, financial resources affect the welfare of the city 's. According to Table 6, we can conclude that from the perspective of customers, financial factors are important in fourth place while the absorption of financial resources is one of the factors to be counted. In connection with the third sub-question " To what extent do the human factors effect on banking resource attraction in Melli Bank branches?" According to the findings in Table 3 in terms of human resources and customer relationship factors in subsidiaries Prosperity Bank city influences. Also on the table (6) can be expressed in terms of human factors and communications with clients and third allocated to the Friedman test. Given to the fourth sub-question " To what extent do the physical factors effect on banking resource attraction in Melli Bank branches?" And based on the findings (Table 4) from the perspective of customers, agents and physical resources at the branch The Bank contributes to the prosperity of the city. Also on the table (6) can be expressed in terms of the physical conditions of the second customer accounted for factors affecting the resources. In regard to the fifth sub-question " To what extent do the affiliation factors effect on banking resource attraction in Melli Bank branches?" According to the findings in Table 5 in terms of organizational affiliation on

5 the resources of customers in bank branches Isfahan has an effect. Based on the findings (Table 6), we can conclude that the affiliation of the lowest priority from the perspective of the client. REFERENCES Hosseini Moghaddam M A feasibility study of electronic banking in the banking system from the perspective of bank managers and expert staff, the professional journal, the Central Bank of Iran. Khezra N Study of Factors affecting mobilization of financial resources. Razani B Assessing and introducing new and effective methods for financial resources attraction in Lorestan Tejarat Banks, Master s thesis, Basic Science Faculty, Islamic Azad university of Khourasgan. Ramazani A Factors Affecting resource mobilization of Golestan Sepah Bank. Master's thesis, Faculty of Humanities and Social Sciences, Mazandaran University ZIAI, Hossein A Minimum pension, tomans, the Information Center of the Welfare and Social Security Ministry. Faraji Y Money, Currency and Banking, second printing, commercial printing and publishing company affiliated to the Institute for Trade Studies and Research. Maghouei nejad H Factors affecting the increase of customer deposits in Tejarat bank branches in Rafsanjan city (from customer perspective). Master's thesis, Faculty of Engineering, Islamic Azad University of Kerman. Venus D, Saffarian M Practical methods of banking service marketing for Iranian banks, Third edition, Tehran, Negah e Danesh publisher. Abhiman D, Subhash C, Ray Ashok N "Labor-use efficiency in Indian banking: A branch - level analysis". Yong - Chin Liu, J, Hua H "Services and the long - term profitability in Taiwans bank's".

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