فاطمه موسي پور

Discovering and prioritizing the factors influencing investors' decisions in choosing a brokerage is an important topic in financial management and capital markets. This thesis examines the factors affecting investors' decisions in selecting a brokerage and attempts to identify and prioritize the most important and influential ones through analysis and eva‎luation. It employs both quantitative and qualitative research methods to gather sufficient information from various perspectives and experiences and obtain acceptable results. The literature review provides comprehensive insights into previous research and models used in this field. Then, various factors influencing investors decisions are identified and eva‎luated using analytical methods. These factors include brokerage tenure, brokerage misconduct, special benefits, branch numbers, order execution speed, and more, each independently or in combination influencing investors decisions. After discovering the factors, a questionnaire with 15 questions was designed and administered to a group of investors. Approximately 42 out of 44 investors completed the questionnaire, with one questionnaire being excluded due to deficiencies. Then, prioritization of factors wasconducted using a Multiple Criteria Decision Making (MCDM) technique called the Best-West-Method (BWM), where order execution speed was identified as the most important factor and information system as the least important. Following the prioritization, the validation of this prioritization was performed using the TOPSIS method. Finally, by analyzing these factors, recommendations are proposed to improve the process of brokerage selection by investors. These recommendations may include timing opportunities for adjusting broker behavior to comply with new ranking guidelines, engaging brokers' industry feedback in drafting guidelines, utilizing the Securities and Exchange Brokers Association website for customer surveys and etc., aiming to enhance investors' decision-making and their overall performance.

كارگزاري , اولويت بندي و رتبه بندي , تصميم گيري چند معياره , مشتري مداري , كشف

Brokerage , prioritization and ranking , Multi-criteria Decision Making , customer-centricity , Discovering

Fateme Moosapoor

Dr. Jafar Sajjadi