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The banking sector is becoming increasingly competitive throughout the world. This is particularly true in the area of small-medium business banking. Further, the core and actual products being offered to bank customers could be considered reasonably homogenous. Consequently, there is an increased need for banks to differentiate themselves from their competitors. One way to achieve this goal is to develop longer-term relationships with their key customers. Probably, the most important component of such successful relationships is development of trust. In this applied survey research, 304 key customers of Karafarin Bank completed a questionnaire to identify factors that are most effective in developing their trust. Applying an explorative factor analysis method, the collected data were analyzed and 10 most important such factors were identified. These factors include: useful consultations; employees, as bank surrogates; complementary services; bank image in customers’ minds; readiness to respond to the customers; technologies and processes; customers’ past experiences; good relationships with the customers; service flexibility and complaints handling systems.

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The primary focus of the present study is to review organization analysis models from the standpoint of marketing and to propose an appropriate model for information centers and entities. A detailed literature review is made concerning marketing concepts, principles and services with respect to information organizations. The second stage deals with review and study of information entities, their goals, duties, structures and existing approaches. While many suggest a Norbert-Weiner model as the most appropriate for a flexible organization often represented by an information center, it does not totally the variety modes of services cape deployments available to such entity. Depending on their image representation in either physical space or web space or even service space, as many as four different models could be used for organizational analysis of essentially such a single entity. To develop a more unified model, we decided to study the marketing philosophies in such entities as a point of departure for corporate analysis. It was found that 27 factors should be considered in order to analyze a typical library or information entity from a marketing standpoint, regardless whether it is a passive or an active analysis. These include items like organization product range, customer convenience, people, synergic matrix, involvement and interconnection. Using Iranian Scientific Information and Documentation Center as the baseline, we were able to arrive at and verify a Market Mix Model that can effectively address such analysis and provide the information and library managers. Hence, it seems an effective tool for identifying not only the competitive advantage but potential challenge areas within their respective organizations.