University of Tehran Press Interdisciplinary Journal of Management Studies 2981-0795 16 3 2023 06 18 Affecting factors of Permission-based Marketing: A mix-method study (Case of Study: Mellat Bank) 741 756 89623 10.22059/ijms.2022.326707.674627 EN Elham Zarif Chenarani Mashhad Department of Business Management, Kish Branch, Islamic Azad University, Kish, Iran Esfandiar Doshmanziari Department of Business Management, Islamshahr Branch, Islamic Azad University, Tehran, Iran Farzad Asayesh Department of Business Management, Shahre Qods Branch, Islamic Azad University, Tehran, Iran Journal Article 2021 07 05 The purpose of this research was to design a model focusing on the factors that had an influence on permission-based marketing in the banking sector, specifically Mellat Bank. In this regard, the initial conceptual model was extracted from related studies using a systematic literature review, then retrieved factors were refined by the organizational experts using the Delphi method. To select the Delphi panel, the purposive sampling method was used. The Delphi process was conducted in three rounds. Reaching the acceptable level of Kendall’s concordance coefficient was the criterion for stopping the rounds. The findings showed that permission-based marketing indicators in Mellat Bank can be categorized into two-factor groups of internal factors and factors relevant to customers and six subgroups of factors relevant to advertising, information technology, marketing capability, customer perception, relationship with customers, and customer attitudes and intentions. https://ijms.ut.ac.ir/article_89623_09487f9a21da253daf9d1fde2cf3c456.pdf