نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشجوی دکتری ، مدیریت بازرگانی - بازاریابی ، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران
2 استادیار، مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران
3 استادیار، ریاضیات مالی، دانشگاه خوارزمی، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective:
The marketing of pension fund services is tied to providing the future of people, so it should be done in a specialized way. Service marketing methods should be planned with regard to the literacy and financial knowledge of the fund's audience in order to have the maximum effect, so this issue is in the focus of policy makers, managers and activists of the social security organization. From a negative point of view, this study is also important because if there is no evaluation, monitoring and monitoring of people's financial literacy, it will not be possible to achieve the goals of marketing the services of the mentioned funds, and many budgets and resources spent in this field will remain unused. From a theoretical point of view, this issue is of particular importance, and earlier researchers have conducted several studies on "pension funds". But this study was not done from the perspective of marketing and focusing on people's financial literacy. The study of the mentioned components was done separately in such a way that there is no combination and alignment between them. The development and evolution of the role of service marketing in the field of pension funds with an emphasis on financial literacy has been neglected from the perspective of researchers. The review of studies shows that there is a deep research gap in the field under investigation. Therefore, the present study has been done with a practical-developmental view of service marketing for the acceptance of pension funds with a financial literacy approach in the social security organization. The theoretical and knowledge contribution of the present study is linking the concepts of service marketing and financial literacy in the field of pension funds. Also, since the social security organization has its own conditions and requirements, in this research, an effort was made to identify these factors with a method based on an exploratory mixed research plan. In this regard, the present study answers the key question, what is the service marketing model for accepting social security pension funds with a financial literacy approach?
Methods:
This study is a cross-sectional survey in terms of its practical-developmental purpose and in terms of the method and time frame of data collection. In order to achieve the goal of the research, an exploratory mixed research design was used. The community of participants of the qualitative part includes the long-term managers of the Social Security Pension Fund, 20 of whom were selected in a purposeful way until reaching theoretical saturation. In the quantitative part, the views of 384 people from compulsory and self-employed insured persons were used. Quantitative sampling was done by cluster-random method. The data collection tools were semi-structured interviews and researcher-made questionnaires, which were validated by construct validity, convergent validity and divergent validity methods. Using Cronbach's alpha and composite reliability, the reliability of the questionnaire was also evaluated. In order to identify the dimensions and components of service marketing for the acceptance of social security pension funds with a financial literacy approach, qualitative thematic analysis method was used, element relationships were determined using structural-interpretive modeling method, and partial least squares method was used to validate the model.
Results:
The findings showed that 302 codes were identified in the open coding stage. Finally, 4 overarching categories, 10 organizing categories and 59 basic themes were obtained through axial coding.
Conclusion:
The results showed that service marketing strategy, users' financial literacy, and physical equipment and facilities affect reliability and responsiveness. Reliability and responsiveness affect the improvement of customer experience and lead to customer participation, customer loyalty, and customer satisfaction. Through the participation of customers, it is finally possible to achieve the acceptance of pension funds.
کلیدواژه‌ها [English]
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