شناسایی ابعاد بازاریابى دیجیتال کسب وکارهای الکترونیک صنعت بیمه در ایران (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
باتوجه به اینکه کسب وکارهای الکترونیک در جامعه در حال گسترش است، صنعت بیمه باید در این زمینه گام بردارد و اطلاعات خود را درزمینه بازاریابی دیجیتال کسب وکارهای الکترونیک بیشتر کند. پژوهش حاضر با هدف شناسایی ابعاد توسعه بازاریابى دیجیتال کسب و کار هاى الکترونیک صنعت بیمه در ایران صورت گرفته است. پژوهش پیش رو از نظر ماهیت و هدف، کاربردی و از نظر روش، توصیفی-پیمایشی است. جامعه آماری پژوهش در بخش تحلیل عاملی شامل کارشناسان صنعت بیمه در سراسر کشور و در بخش AHP نیز شامل خبرگان این صنعت بوده است. در بخش تحلیل عاملی تعداد ۳۸۴ نمونه به روش نمونه گیری در دسترس و در بخش AHP نیز 10 نفر از خبرگان صنعت بیمه به عنوان نمونه انتخاب شدند. همچنین، ابزار مطالعه میدانی در این پژوهش پرسشنامه است که برای بررسی روایی و پایایی پرسشنامه و روایی محتوا، آلفای کرونباخ به ضریب آلفای کرونباخ تبدیل شد. در پژوهش حاضر ابتدا شاخص های بازاریابى دیجیتال کسب وکارهای الکترونیک صنعت بیمه از مرور پیشینه پژوهش استخراج و سپس برای بررسی داده های پژوهش و شناسایی ابعاد بازاریابى دیجیتال کسب وکارهای الکترونیک صنعت بیمه از روش تحلیل عاملی اکتشافی استفاده و در نهایت، برای تأیید ابعاد شناسایی شده از روش تحلیل عاملی تأییدی و نیز برای رتبه بندی آنها از تکنیک AHP استفاده شده است. ابعاد شناسایی شده شامل تشکیلات دیجیتالی سازمان، پژوهش های بازاریابی و عوامل مربوط به مشتری بوده است. نتایج حاصل از تکنیک AHP نشان داد که تبلیغات پیامکی، تبلیغات محیطی و ارتباط با مشتری سه شاخص برتر در میان سایر شاخص ها هستند.Identifying the Dimensions of Digital Marketing of Electronic Businesses of the Insurance Industry in Iran
E-businesses are expanding in the society. The insurance industry should increase its information in the field of digital marketing of E-businesses. The present study aims to identify the dimensions of digital marketing of E-businesses in Iran's insurance industry. This research is applied and descriptive survey in terms of purpose and method. The statistical population in the factor analysis section includes insurance industry experts across the country and the AHP section includes experts in this industry. In the factor analysis section, 384 samples were selected by using the simple sampling method, and in the AHP section, 10 experts were selected as the sample. The tool of the field study is a questionnaire. To check the validity of the questionnaire, the content, and its reliability, Cronbach's Alpha was used. In the present research, first, digital marketing indicators of E-businesses of the insurance industry have been extracted from the literature review. Then, to identify the digital marketing dimensions of E-businesses in the insurance industry, the exploratory factor analysis method was used. The confirmatory factor analysis method was used to confirm the identified dimensions and the AHP technique was used to rank them. The identified dimensions include the organization's digital organization, marketing research, and customer-related factors. The results of the AHP technique showed that SMS advertising, environmental advertising, and customer communication have been the top three indicators. IntroductionDigital marketing in the insurance industry allows insurance businesses to reach a wider audience, communicate more effectively with customers, increase market penetration, accurately measure performance, and reduce costs and time. Despite the importance of digital marketing, there is no valid scale to measure its dimensions and underlying factors in the country's insurance industry environment. In the face of the digitalization of businesses, the present study seeks to answer the following research question: What are the necessary dimensions for the digital marketing of electronic businesses in Iran's insurance industry? MethodologyThe purpose of this research is to identify the dimensions of digital marketing in E-businesses of Iran's insurance industry. Therefore, the study is applied and descriptive-survey in terms of purpose and method. In the factor analysis section, the statistical population includes insurance industry experts across the country, and in the AHP section, it includes experts in this industry. The sample size was calculated by using Cochran's formula of 384 people who were selected using the simple sampling method. In the AHP section, 10 insurance industry experts were selected using the purposive sampling method. In this research, the library method was used for the literature review and the field method was used for the data collection. The data collection tool was a questionnaire. First, the digital marketing indicators of electronic businesses in the insurance industry were identified based on the literature review. Next, the exploratory factor analysis method was used to examine them and categorize the digital marketing dimensions of electronic businesses in the insurance industry. Then, the confirmatory factor analysis method was used to confirm the identified dimensions. Finally, these dimensions were ranked by using the AHP technique. FindingsAt first, a systematic review of references was done to extract research indicators; then, the dimensions of digital marketing development of electronic businesses were identified by using exploratory factor analysis. These dimensions are marketing research, digital organizations, and customer-related factors. Then, the validity of the research questionnaire was measured by using confirmatory factor analysis. Finally, by using the APH technique, the dimensions were ranked and it was found that the dimension of the organization's digital organization is in the first rank, the dimension of marketing research is in the second rank, and the dimension of customer-related factors is in the third rank. ConclusionsBased on the results of the study, the first dimension identified is the organization's digital organization, which refers to using online distribution channels to sell and distribute insurance services, establishing customers' trust in online insurance services, training human resources to provide support to customers in the online environment, providing powerful technical infrastructure and hardware, using digital marketing techniques, ease of use for customers, creating and publishing attractive content, compatibility with all devices and operating systems, designing the user interface and the user experience of the insurance website, optimizing Google search engine and the application of SEO optimization techniques on the insurance website and the evaluation, and reducing costs related to the digital marketing strategy.The second dimension identified is marketing research, which refers to research on the effect of SMS advertising and environmental advertising on customers, communicating with experts in the field of insurance, business development and improving digital marketing strategy, and research in the field of market size of the insurance industry. The third dimension identified is the customer-related factor, which refers to facilitating direct communication with customers, creating social effects and effective communication between audiences, facilitating word-of-mouth advertising, reducing financial risks by minimizing costs related to the sale and distribution of products by providing online insurance services, reaching customer loyalty and satisfaction by using digital marketing and reducing response time, increasing the general and specialized knowledge of the audience, and finally reducing time risks with the possibility of online shopping and access at any time.
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