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بزرگ پور, زینب, باشکوه اجیرلو, محمد, رحیمی کلور, حسین, زارعی, قاسم. (1404). طراحی مدل پارادایمی توسعه توزیع همه‌کاناله در صنعت بیمه ایران. پدافند الکترونیکی و سایبری, 27(88), 101-125.
زینب بزرگ پور; محمد باشکوه اجیرلو; حسین رحیمی کلور; قاسم زارعی. "طراحی مدل پارادایمی توسعه توزیع همه‌کاناله در صنعت بیمه ایران". پدافند الکترونیکی و سایبری, 27, 88, 1404, 101-125.
بزرگ پور, زینب, باشکوه اجیرلو, محمد, رحیمی کلور, حسین, زارعی, قاسم. (1404). 'طراحی مدل پارادایمی توسعه توزیع همه‌کاناله در صنعت بیمه ایران', پدافند الکترونیکی و سایبری, 27(88), pp. 101-125.
بزرگ پور, زینب, باشکوه اجیرلو, محمد, رحیمی کلور, حسین, زارعی, قاسم. طراحی مدل پارادایمی توسعه توزیع همه‌کاناله در صنعت بیمه ایران. پدافند الکترونیکی و سایبری, 1404; 27(88): 101-125.

طراحی مدل پارادایمی توسعه توزیع همه‌کاناله در صنعت بیمه ایران

مدیریت زنجیره تأمین
دوره 27، شماره 88، آبان 1404، صفحه 101-125    اصل مقاله (1.49 M)
نوع مقاله: پژوهشی
نویسندگان
زینب بزرگ پور1؛ محمد باشکوه اجیرلو* 2؛ حسین رحیمی کلور3؛ قاسم زارعی4
1دانشجوی دکتری،گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
2استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
3دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
4استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
تاریخ دریافت: 15 اردیبهشت 1404،  تاریخ بازنگری: 27 خرداد 1404،  تاریخ پذیرش: 15 شهریور 1404 
چکیده
در عصر حاضر با گسترش فناوری‌های دیجیتال در صنعت بیمه، انتظارات مشتریان نیز تغییر کرده و آن‌ها خواستار دسترسی به خدمات بیمه‌ای از طریق همه کانال‌های در دسترس سنتی و دیجیتال هستند. این توزیع همه­کاناله نه‌تنها رضایت و وفاداری مشتریان را افزایش می‌دهد، بلکه با بهبود کارایی عملیاتی و کاهش هزینه‌های توزیع، به شرکت‌های بیمه کمک می‌کند تا در بازار رقابتی امروز جایگاه بهتری داشته باشند. بر این اساس پژوهش حاضر با هدف طراحی مدل پارادایمی توسعه توزیع همه­کاناله در صنعت بیمه‌ایران از طریق استراتژی کیفی داده‌بنیاد انجام شد. جامعه‌ی آماری پژوهش شامل تمامی خبرگان و کارشناسان متخصص صنعت بیمه و اساتید توزیع بازاریابی دانشگاه‌ها بودند که به حوزه توزیع همه -کاناله در صنعت بیمه علاقه‌مند بودند. با روش نمونه‌گیری قضاوتی خبره اول نمونه جهت مصاحبه انتخاب و برای انتخاب سایر اعضا از روش نمونه‌گیری گلوله برفی تا رسیدن به مرحله‌ی اشباع نظری مقوله‌ها (مصاحبه‌ی 13ام) استفاده شد. پس از تجزیه و تحلیل داده‌ها در نرم‌افزار MAXQDA، طی فرآیندهای کدگذاری باز و محوری، مقوله‌های پژوهش شناسایی و دسته‌بندی شدند و طی فرآیند کدگذاری انتخابی مدل پارادایمی پژوهش ارائه گردید. یافته‌ها نشان داد که شرایط علّی شامل تحریک رفتار مشتریان، استفاده از قابلیت‌های بازاریابی دیجیتال، استفاده از قابلیت بازاریابی داخلی، آموزش و توسعه منابع انسانی، خواسته‌های مشتری و محرک‌های مشتری هستند و الزامات ساختاری، الزامات انسانی، الزامات فناوری و الزامات محیطی نقش شرایط زمینه‌ای توسعه توزیع همه­کاناله در صنعت بیمه را دارند. به‌منظور شکل‌گیری مقوله محوری توزیع همه­کاناله، به اقدامات مدیریتی اطلاع‌رسانی، قوانین و مقررات و نظارت و کنترل نیاز است که با توجه به راهبردهای کمپین تبلیغاتی توزیع همه­کاناله با محتوای جذاب و سیاست‌های یکپارچگی کانال‌های توزیع، انعطاف‌پذیری و انطباق‌پذیری قابل دست‌یابی است.
کلیدواژه‌ها
صنعت بیمه؛ توزیع همه کاناله؛ یکپارچگی؛ فناوری‌های دیجیتال
عنوان مقاله [English]
Designing a Paradigmatic Model for the Development of Omnichannel Distribution in the Iran's Insurance Industry
نویسندگان [English]
zeinab Bozorgpour1؛ Moahammad Bashokouh Ajirloo2؛ Hossein Rahimi Klour3؛ Ghasem Zarei4
1Ph.D. student Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran.
3Associate prof, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran.
4Professor Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran.
چکیده [English]
In the present era, with the expansion of digital technologies in the insurance industry, customer expectations have also changed and they now demand access to insurance services through all available traditional and digital channels. This omnichannel distribution not only increases customer satisfaction and loyalty, but by improving operational efficiency and reducing distribution costs, it helps insurance companies attain a better position in today’s competitive market. Accordingly, the present study was conducted with the aim of designing a paradigmatic model for developing omnichannel distribution in Iran’s insurance industry through a qualitative grounded theory strategy. The statistical population of the study included all experts and specialist professionals in the insurance industry and university faculty members of marketing distribution who were interested in the field of omnichannel distribution in the insurance industry. Using purposive expert sampling, the first sample was selected for interview and, to select additional members, the snowball sampling method was used until the stage of theoretical saturation of categories was reached (the 13th interview). After analyzing the data in MAXQDA software, the study’s categories were identified and classified through open and axial coding processes, and the paradigmatic model of the research was presented through selective coding. Findings showed that causal conditions include stimulating customer behavior, leveraging digital marketing capabilities, employing internal marketing capabilities, training and developing human resources, customer demands, and customer drivers; structural requirements, human requirements, technological requirements, and environmental requirements play the role of contextual conditions for developing omnichannel distribution in the insurance industry. In order to establish the axial category of omnichannel distribution, managerial actions in information dissemination, laws and regulations, and supervision and control are needed, which—given campaign strategies for omnichannel distribution with engaging content and policies for integrating distribution channels—can be achieved through flexibility and adaptability.
کلیدواژه‌ها [English]
Insurance Industry, Omnichannel Distribution, Integration, Digital Technologies
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آمار
تعداد مشاهده مقاله: 293
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