Investigating the Relationship between Marketing Innovation Capability and Communication Network with Brand-specific Role with the Mediating Role of Cooperation Value and Customer Value in Private Banks

The aim of the current research is to investigate the relationship between marketing innovation capability and communication network with brand specific value with the mediating role of cooperation value and customer value. This descriptive-survey study is applied in terms of purpose based on structural equation modeling approach. The statistical population of the research consists of all the employees of single-branch private banks in Zahedan city, including Aindeh, Pasargard, Parsian, Saman banks, numbering 130 people. Then, 95 people were selected as the sample size using the Morgan table and the available sampling method. A standard questionnaire tool was also used to collect the data, and the validity of the tools was checked and verified by confirmatory factor analysis and reliability using the combined reliability method and Cronbach's alpha. In order to analyze the data, the structural equation modeling method was used in the environment of Smart PLS version 3. The results of the research showed that there is a significant relationship between marketing innovation capability and communication network with special brand value with the mediating role of cooperation value and customer value. Also, there is a significant relationship between marketing innovation capability and brand specific value with the mediating role of collaboration value, and between marketing innovation capability and brand specific value with the mediating role of customer value. The relationship also exists between communication network and brand specific value with the mediating role of collaboration value, and between communication networks and value. There is a significant relationship between brand characteristics with the mediating role of customer value. Introduction: In the present world, the increasing variety of choices is not just confined to the consumer market customers the banking industry is also filled with diversity and choice. Developing new products and banking services, globalization, and intense competition have made this industry focus on competitive advantage and value creation and trying for improved performance. Thus, several tools such as innovation capabilities in the marketing process, communication networks, branding, collaboration value, customer value, maximized market share, profit, and customer outcomes such as satisfaction have been highlighted (AlTaweel & Al-Hawary, 2021). The present study aims to answer the question of whether there is a re