خلاصة:
The purpose of this study is to "design the financial services marketing model in the brokerages of stock exchanges Organization".In this regard, while reviewing the concepts of marketing and financial services with an interview with experts in the marketing and financial services industry using qualitative analysis, we design a model of marketing of financial services in brokerages of the Stock Exchange Organization by marketing and brokerage experts by marketing and brokerage experts and identified indices and components.The studied population included all the experts in marketing and brokerage.The sample size of the study was 20 experts in the marketing and corporate financial services selected through the theoretical saturation method. Semi-structured interviews and the Delphi method were used to collect the data in this study.Using MAXQDA software,the results of the qualitative analysis showed that the components of the marketing of the financial services model in the brokerages of the stock exchange and securities organization are 1)Customer attraction and retention, 2)market share,3)the performance of brokers and intermediaries,4)the mix of service marketing,5)establishment of the comprehensive service system,6)investment,7)diversity of companies, 8)environmental factors(marketing and financial services environment).Furthermore,67 indices were confirmed for these components.
ملخص الجهاز:
In this regard, through semi-structured interviews with financial marketing and brokerage experts using qualitative analysis and the Delphi method, we identified the components and designed a financial services marketing model in stock exchange brokerages.
The results of the qualitative analysis using MAXQDA software showed that the components of the financial services marketing model in stock exchange brokerages include customer attraction, retention, and maintenance, market share, performance of brokers and intermediaries, services marketing mix, establishment of a comprehensive system, investment, company diversity, and environmental factors.
Keywords Marketing; Financial services; Stock exchange; Brokerage; Economics 1- Department of Commercial Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran.
Considering the importance of the role of brokerages as one of the pillars of the capital market in the financial supply of the country's economic and service projects in both the private and public sectors, as well as the sustainable profitability of this financial institution, the main objective of this research is to design a financial services marketing model in stock exchange brokerages by marketing and brokerage experts in the form of a qualitative review study.
Theoretical Foundations and Research Background The stock exchange, as a financial institution that directs people's savings and micro-capitals, leads to development, job creation, prosperity of the production environment, and an increase in the general level of welfare.
Research Objectives 1- Identifying the indicators and components of the financial services marketing model in stock brokerages.
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