مفهوم پردازی شاخص های توسعه قابلیت های بازاریابی دیجیتال صنعت بیمه در ایران (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
پژوهش حاضر با هدف شناسایی شاخص های توسعه قابلیت های بازاریابی دیجیتال صنعت بیمه در ایران انجام گرفته است؛ بنابراین ازنظر هدف، توسعه ای- کاربردی، براساس ماهیت، توصیفی- پیمایشی و به لحاظ رویکرد از نوع آمیخته می باشد. در این پژوهش به استخراج شاخص های توسعه قابلیت های بازاریابی دیجیتال با استفاده از روش تحلیل محتوای متنی و سپس به غربال این شاخص ها در صنعت بیمه با استفاده از تکنیک دلفی پرداخته شده است و در آخر شاخص ها با استفاده از روش تحلیل عاملی اکتشافی دسته بندی شده اند. در بخش تحلیل محتوای متنی جامعه آماری پژوهش شامل مستندات و سوابق بالادستی در رابطه با توسعه قابلیت های بازاریابی دیجیتال بوده و روش نمونه گیری هدفمند می باشد. در بخش دلفی جامعه آماری ۱۰ نفر از خبرگان صنعت بیمه است که با استفاده از روش نمونه گیری هدفمند انتخاب شده اند. در بخش تحلیل عاملی اکتشافی نیز جامعه آماری ۳۸۴ نفر از کارشناسان صنعت بیمه می باشند که با استفاده از روش نمونه گیری تصادفی انتخاب شده اند. همچنین ابزار مطالعه میدانی این پژوهش پرسشنامه می باشد. یافته های پژوهش نشان می دهد آگاهی از مجموعه عوامل و شاخص های توسعه قابلیت های بازاریابی دیجیتال صنعت بیمه در ایران از اهمیت بسیاری برخوردار است. ازجمله این شاخص ها می توان به تبلیغات محیطی، تبلیغات پیامکی، ارتباط با مشتری و... اشاره کرد. در نهایت با توجه به شاخص ها، آن ها در سه بعد تحقیقات بازاریابی، تشکیلات دیجیتالی سازمان و عوامل مربوط به مشتری دسته بندی شدند.Conceptualization of Digital Marketing Development Capabilities indicators of Insurance Industry in Iran
The aim of present study is to identify indicators for development capabilities of digital marketing insurance industry indexes in Iran. It is a development- applied research and it is a descriptive- survey by nature and it is also the mixed type of qualitative and quantitative approach. In this study, extraction of indicators for development capabilities of digital marketing with the help of textual content analysis method is performed and then these indicators are screened in the insurance industry by using Delphi technique and finally, the indicators have been categorized by using the exploratory factor analysis method. In the textual content analysis section, the statistical population of the research includes documents and upstream records related to the development of digital marketing capabilities and the sampling method is purposeful. In Delphi section, the statistical population of the study was 10 insurance industry experts who were selected using purposive sampling and the statistical population in the exploratory factor analysis section is 384 insurance industry experts who were selected by using random sampling method. The field study tool of this research is a questionnaire. Findings show that knowledge of the set of factors and indicators for development of digital marketing capabilities of the insurance industry in Iran is very important for managers and researchers. These indicators include environmental advertising, SMS advertising, customer relationship, and etc. Finally, according to the indicators, indicators were categorized in the three dimensions of marketing research, organization's digital organization, and customer-related factors. IntroductionThe global community is rapidly digitalizing, and consequently the digitalization of businesses and their marketing processes is under expansion. The insurance industry, as one of the most important industries of the country, requires the use of information and communication technology in order to gain more competitive ability and better response to the changing needs of today's customers. Due to the theoretical gap and the practical importance of this issue in the insurance industry, the present research has studied insurance industry aiming the identification of indicators for development of digital marketing capabilities of the insurance industry in Iran.MethodologySince the main purpose of the present research is to identify indicators for development of digital marketing capabilities of the insurance industry in Iran, it can be said that the present research is in the field of development-applied research and considering that in this research Field methods have been used, It can be stated that the present study is a descriptive-survey research preformed on the bases of nature and since this research is examined in both qualitative and quantitative sections, therefore, it is a mixed type of (qualitative-quantitative) research in terms of approach. In this research in the first step, the indicators of digital marketing capabilities development were Extracted by using the textual content analysis method, and in the second step the indicators of digital marketing capabilities development of the insurance industry were screened by using the Delphi technique and finally, the indicators were categorized by using the exploratory factor analysis method. In the textual content analysis section, the statistical population of the research includes upstream documents and records related to the development of digital marketing capabilities and the sampling method is targeted. In the Delphi section, the statistical population of the study were 10 insurance industry experts who were selected by using purposive sampling method. In the exploratory factor analysis section, the statistical population is 384 insurance industry experts who were selected by using random sampling method. The field study tool is a questionnaire.FindingsIn summary, the research findings confirm the fact that awareness of the set of factors and indicators for development of digital marketing capabilities of the insurance industry in Iran is very significant for managers and researchers. These indicators include environmental advertising, SMS advertising, customer relationship, word of mouth advertising, increasing the general and specialized knowledge of the audience, etc. These indicators place into the three categories of marketing research, organization's digital organization, and customer related factors.Discussion and ConclusionThe present study identifies the most important indicators of the development of digital marketing capabilities in the insurance industry in Iran. The first identified dimension is marketing research. In this regard, first businesses should adopt a suitable marketing strategy and determine the size of the market, and then establish a proper relationship with experts, and consider the importance of advertising according to marketing research. The second identified dimension is the organization's digital organization. Ease of use, trust and security should be considered in these organizations. These communications should be done through useful channels. Another important issue in this section is the discussion of website design and the production of high-quality content, which improves customer satisfaction. The compatibility and cost of these organizations should be taken into consideration. The third identified dimension is customer related factors. Communication with the customer is always important for the business and they should take steps towards customer satisfaction and loyalty. reducing the time risk, financial risk, increasing the general and specialized knowledge of the audience and improving the response time are some other points that are important in this field.
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