چکیده:
The Iranian insurance industry has a low level of maturity in terms of utilizing internet capabilities to improve business processes and, specifically, establishing effective communication with customers. On the other hand, using Web 2.0 as one of the most up-to-date approaches in the field of e-commerce, with tools such as blogs, wikis, online social networks, mashups, and RSS, provides a suitable opportunity to deepen company communications with customers, receive extensive feedback, and achieve collective intelligence. The aim of this research is, in this regard, to present a conceptual model for the effective use of Web 2.0 in the insurance industry by identifying the effective components in this field. To this end, after designing the conceptual model, a questionnaire was distributed to academic experts to survey the validity and importance of each component. The collected data were analyzed using the pairwise comparison test and then ranked in terms of importance using the TOPSIS method. Based on the results, accessing vast information resources, the most important driver for implementing Web 2.0, and the ability to provide rapid feedback to stakeholders are the most significant capabilities of this approach. Keywords: Web 2.0, insurance industry, electronic insurance, social networks, collective intelligence.
خلاصه ماشینی:
0 as one of the most up-to-date approaches in the field of e-commerce, with tools such as blogs, wikis, online social networks, mashups, and RSS, provides a suitable opportunity for deepening companies' relationships with customers, receiving extensive feedback, and achieving collective intelligence.
0, insurance industry, electronic insurance, social networks, collective intelligence 1- Introduction In the modern business environment, new information technologies, especially internet-based technologies, play a key role in the various functions of organizations.
The effective application of information and communication technology can provide conditions for increasing efficiency and value creation by reducing the costs of insurance companies, providing the possibility of accurate and efficient supervision, reducing fraud, saving customers' time, and accelerating and increasing managers' decision-making power.
0 and social media and its application in the insurance industry, attention has been paid to identifying the effective components in this field, and the design of a conceptual model for implementing Web 2.
/ Capabilities Drivers Achievements 9 User-generated content 9 Possibility of receiving rapid feedback 9 Ease of tool use 9 Collective intelligence 9 Social networking 9 Free availability of tools 9 Increasing creativity 9 Deepening communications between stakeholders 9 Access to a significant volume of 9 Integration and content combination information 9 Content filtering and customization 9 Rich user experience Figure 6 Conceptual model As is evident, characteristics such as ease of using tools and Web 2.
(
, 
, 
)
