بررسي عوامل موثر بر گرايش سهام داران بورس اوراق بهادار به يك شركت كارگزاري خاص

Study of Factors Affecting Stock Holders Tendency to a Specific Brokerage Firm

Present thesis in an effort for presenting effective ways for present brokerage firms in stock exchange in country in order to attract more share-holders using marketing techniques. In order to reach this goal marketing modern literature and market management , theories that is taken away from services marketing mix, has been compiled. These factors consist of promotional activities, ease of place availability , delivery of services, personnel characteristics, speed of transactions and physical assets of brokerage firm. The investigators attempt to measure the relationship of these factors to tendency of shareholders of stok exchange in Tehran for buying and selling stok from that firm. For this purpose a questionnaire was developed by investigators and it was distributed between 322 people from share holders of present brokerage firms in Tehran and it was analyzed by using analytical exam of main compilerʹs model of hypothesis and finally the hypotheses related to reputation , facility and ease of place availability , process , personnel characteristics and speed of transaction in firms was accepted and two hypotheses related to promotional activities and physical assets of brokerage firm was rejected. Based on these findings it can conclude that it is the time that customer based brokerage firms draw their attention on the top of this goals, because deviating from this doesnʹt have any consequence except failure.