Designing a Financial Services Marketing Model in the Brokerages of the Stock Exchange Organizations

Subject Areas : business management

Ali Mozafari ¹ ( Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran )
Mohammad Hossein Ranjbar ² ( Department of Accounting and Finance, Bandar Abbas Branch, Islamic Azad University, Bandar Abbas, Iran )
Serajalddin Mohebbi ³ ( Department of management, Qeshm branch, Islamic azad university, Qeshm, iran )
Saeed Moradpour ⁴ ( Department of Management, Bandar Abbas Branch, Islamic Azad University, Bandar Abbas, Iran. )

Received: 2020-12-30 Accepted : 2021-02-13 Published : 2021-06-22

Keywords: Economic, Marketing, stock exchange, Financial Services, Brokerage,

Abstract :

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.