عنوان مقاله [English]
نویسندگان [English]چکیده [English]
The number of companies using Hybrid channels strategy for distributing of each of their products is increasing steadily. Despite of this popularity and increasing use of this strategy, a conclusive research in this field have not been performed and we strongly need for a scientific and valid model in this field. This study has been performed in order to develop a model for using hybrid distribution channels strategy in financial organizations. Model’s constituents and the relations between them have been determined by using of grounded theory and in-depth interview with 18 experts in banking and insurance. This model helps organizations in different industries particularly those in financial services sector to enhance their understanding of distribution channels and consider model’s constituents when deciding on distribution channels design and using of hybrid channels strategy. In this case, by using this model financial firms could benefit of increasing types of distribution channels while avoiding from its problems and challenges.
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