چکیده:
The general objective of the present research is to identify the factors causing inefficiency in the insurance sales network in the country. Given the existing issues in the country's insurance industry, an operational model was attempted to be provided to identify these issues and propose appropriate operational solutions. Based on the research model, one main hypothesis and seven sub-hypotheses were formulated. In terms of objective, this is applied research, and in terms of data collection method, it is descriptive. The data collection tools consisted of two types of questionnaires: the first questionnaire was for collecting data related to customers, and the second questionnaire was for collecting data related to the insurance sales network. The statistical population of this research consists of the northern, southern, eastern, western, and central regions of Tehran. Among the insurance companies, three state-owned insurance companies—Iran, Asia, and Alborz—were considered. The results of the hypothesis testing show that there is no significant relationship between the distinctive advantage resulting from the service marketing mix of the insurance sales network and the needs of customers.
خلاصه ماشینی:
Evaluating the Alignment of Insurance Sales Network Service Marketing Mix with Target Customer Needs Date received: 2009/07/12 Date accepted: 2019/11/21 Khalil Dehnavi 1 Abolfazl Masoomzadeh Zavareh 2 Abstract The general objective of the present research is to identify the factors causing the lack of efficiency in the insurance sales network in the country.
The results of the hypothesis testing show that there is no significant relationship between the distinctive advantage resulting from the core service marketing mix of the insurance sales network and customer needs.
Marketing Policies of Service Institutions The marketing mix of goods consists of four elements, namely: product 1, price 2, distribution 3, and promotion 4, which are known as the 4 Ps. However, in service activities, attention must also be paid to other pillars, which include: people 5, physical evidence 6, and service delivery process 7.
Conceptual model of matching the distinctive advantage resulting from the service marketing mix with the needs of target customers (Refer to the page image) (Jobber, 2002) 3.
Research Hypotheses The main research hypothesis is that there is a significant relationship between the distinctive advantage resulting from the service marketing mix of the insurance sales network and the needs of target customers.
Bilateral relationships of services marketing mix elements of the insurance sales network (Refer to the page image) 4-8.
Bilateral relationships between target customer needs and services marketing mix elements (Refer to the page image) *Correlation is established at the 1% level.
Conclusion The correlation level between the distinctive advantage resulting from the service marketing mix elements of insurance sales offices and agencies and the needs of target customers is not significant.
(
, 
, 
)
