نقش مدل چابکی استراتژیک در تمایلات رفتاری مشتریان در صنعت بیمه (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
امروزه چابکی به عنوان عاملی مهم در پیشبرد اهداف سازمان، افزایش بهره وری و روحیه کارکنان سازمان، ارتقای سطح تعهدسازمانی، در میان کارکنان سازمان ها مطرح شده است. تحولات جدید باعث شده است تا سازمان ها با سرعت بسیار زیادی گسترش پیدا کند، سازمان چابک با ارائه خدمات به موقع، متناسب با نیاز مشتری و همچنین بر اساس تغییرات محیطی، توانسته است تصویر مثبتی در ذهن مشتریان ایجاد کند. این تصویر نقش مهمی در تمایلات رفتاری و نگرش های مشتریان دارد. روش شناسی پژوهش حاضر (آمیخته) است و از لحاظ هدف یک پژوهش کاربردی است. جامعه آماری تحقیق مدیران و کارشناسان شرکت بیمه آسیا و اساتید دانشگاه هستند. نتایج نشان می دهد که 8 بُعد برای چابکی استراتژیک شامل قابلیت های فناوری، خلاقیت نوآورانه، یادگیری سازمانی، توازن داخلی، روشنی چشم انداز سازمان، درک قابلیت ها، واکنش استراتژیک و حساسیت استراتژیک شناسایی و تعیین شدند. همچنین 5 بُعد برای تمایلات رفتاری مشتریان شامل توصیه کلامی به دیگران، تمایل به تغییر، خرید پایدار، افزایش میزان خرید (مصرف) و افزایش هزینه خرید (مصرف) (پرداخت بیشتر) شناسایی و تعیین شدند. همچنین نتایج نشان داد که رابطه معناداری بین ابعاد چابکی استراتژیک با ابعاد تمایلات رفتاری مشتریان وجود دارد.A model for the role of strategic agility in customers' behavioral intentions in the insurance industry
1- INTRODUCTION
Nowadays, agility is considered an important factor in advancing the organization's goals, increasing the productivity and morale of the organization's employees, and improving the employees' organizational commitment, physical and mental health, and life satisfaction. Excellence in competition is the main goal of every organization in today's unpredictable and changing business environment. In such a situation, the smallest slip by the organization can sometimes lead to its decline. Therefore, the organization's rapid response to environmental changes is of great importance and necessity, and agility is one of the solutions for it.
2- THEORETICAL FRAMEWORK
Influencing the factors inside the organization, agility can affect the components outside the organization, such as customers. An agile organization can create a positive image in the customers' minds by providing services on time based on customers' needs and environmental changes. This image plays a vital role in customers’ behavioral intentions and attitudes. In this regard, the current research aimed to provide a model for the strategic agility of Asia Insurance Company regarding its customers' behavioral intentions
3- METHODOLOGY
This mixed research is an applied study in terms of purpose. The statistical population of the research in its qualitative phase has comprised university professors as well as managers and experts in Asia Insurance Company. In the quantitative phase, its population includes all the employees and experts of Asia Insurance Company in Razavi Khorasan Province. In the qualitative phase, a sample size of 20 was selected based on the purposeful sampling method and, in the quantitative section, 187 people were selected by conducting a non-probability sampling method based on Cochran's formula. The data collection tool was a Delphi questionnaire and a semi-structured interview
4- RESULTS & DISCUSSION
The research results revealed eight dimensions of strategic agility, including technological capabilities, innovative creativity, organizational learning, internal balance, clarity of the organization's vision, understanding of capabilities, strategic response, and strategic sensitivity. The five dimensions of customers' behavioral intentions were identified as follows: verbal advice to others, willingness to change, stable consumption, increase in the amount of consumption, and increase in the cost of consumption. Also, the results showed that there existed a significant relationship between the dimensions of strategic agility and customers' behavioral tendencies.
5- CONCLUSIONS & SUGGESTIONS
Obtained results indicated that strategic agility and its dimensions play a decisive role in customers' behavioral intentions. Therefore, to direct the customers' needs and desires, it is necessary to pay more attention to the organization's strategic agility and to include factors such as innovation, creativity, and learning in its processes
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