The primary objective of this research is to analyze the impact of banking management and marketing factors on deposit mobilization in Iran. Specifically, this study aimed to identify and analyze the simultaneous effects of intra-organizational management factors and marketing strategies on bank deposit mobilization in Iran. In terms of its objective, this research is applied, and regarding data collection, it adopts a descriptive-survey methodology. Initially, through extensive library research, preliminary influencing factors were identified, and a foundational conceptual model was designed. Subsequently, in the quantitative phase, the final model was tested using Structural Equation Modeling via SmartPLS4 software. The statistical population comprised managers and financial supervisors within the banking sector. A sample of 400 individuals was selected using non-probability purposive sampling and evaluated via a researcher-developed questionnaire. The face validity of the questionnaire was established, and its reliability was confirmed through Cronbach’s alpha coefficients. The findings revealed that the factors influencing the mobilization of transactional and investment deposits differ significantly. Specifically, the bank's brand image, the provision of innovative financial services, the utilization of smart applications and technologies, the security of electronic services, customer service quality, and process simplification exerted a significant positive impact on the mobilization of both deposit types. However, certain factors exhibited distinct effects: the number of physical branches significantly influenced investment deposits, whereas promotional activities primarily impacted transactional deposits. Furthermore, complaint management and the provision of specialized facilities were found to be effective solely in attracting investment deposits. The final research model demonstrated a satisfactory fit.