Service Marketing Mix and Its Effects on Stakeholders' Behaviors
Subject Areas : Financial Knowledge of Securities AnalysisAkbar Eftekhari Aliabadi 1 , mohmad Hemmati Rozbahani 2
1 - School of Human Resource, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
2 - School of Human Resource, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
Keywords: Service marketing mix, stakeholders' behaviors, Behavioral Finance, Structural Equation Modeling (, Behavioral bias,
Abstract :
In this study, relying on theoretical principles of behavioral finance and marketing mix, the effects of marketing mix and its factors has been examined on Tehran stock exchange stakeholders' behaviors. In this paper, based on 5 years periods from the begging of 1389 to the end of fiscal year 1393, the assumption as effects of the service marketing mix and its variables on stakeholders' behaviors among services firms which accepted in the Tehran stock exchange has been tested.This study, as an applied research uses correlation methods specifically the structural equation modeling (SEM) to investigate the relation between service marketing mix variables' namely product, price, place, promotion, people, process, physical evidence as independent variables and stakeholders' behaviors as dependent variable.According to the descriptive data analysis and structural equation modeling results, we've found that the Tehran stock exchange stakeholders' behaviors has significant relation with service marketing mix concept and its variables.
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