نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران
2 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 دانش آموخته دانشگاه ارومیه
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
In recent days, marketing and business development largely rely on information and communication technology and how to use them in all fields and channels, so that investment in information and communication technologies (ICT) is considered as the key driver of productivity growth in businesses. Among the industries that play a fundamental role in the economic growth of countries and the need to pay attention to the development of communication and information technologies in them is the insurance industry. The benefits of using information and communication technology in the development and progress of companies' marketing are so bold that many companies use tools related to information and communication technology to achieve a mature and good governance status. Using the maturity concept of information and communication technology governance, alongside with the use of appropriate tools and processes, plays an important and vital role in improving the marketing performance of companies and service organizations. Studies show that there are gaps and deficiencies in examining the relationship between the performance of companies and the maturity of information technology governance. This vacuum is more noticeable and wider, especially in the case of the marketing performance of companies and in the domestic literature of Iran. Considering the role of insurance institutions in the global and national economy and the effect of the implementation of effective governance maturity in this industry, the current research aims to investigate the relationship between the maturity of information and communication technology governance and marketing performance, and explain the relationship between these variables in the insurance industry.
Methodology: This is an applied research type in terms of its purpose, and in terms of the method of data collection, it is classified as descriptive research. By adopting a quantitative approach, this research aims to evaluate hypotheses and achieve research goals. The target community of the current research is the managers of active insurance businesses in Tehran. According to the research, after determining the target population, the sample size of 139 people was determined and the data was collected using the questionnaire tool. In order to analyze demographic data, SPSS software was used. The analysis of the research model has been done with the help of PLS software and based on structural equation modeling.
Findings: The findings obtained from the present research indicate the positive impact of the maturity of communication and information technology on the marketing performance of insurance companies, which shows the confirmation of the main hypothesis of the research. In this regard, the sub-hypotheses of the research were also confirmed. Therefore, the maturity of information and communication technology planning and organization, maturity of acquisition and application in information and communication technology, maturity of delivery and support in information and communication technology and maturity of monitoring and evaluation of information and communication technology, significantly affect the business marketing performance in the insurance companies.
Conclusion: Based on the results obtained from the research, it can be said that the maturity of information and communication technology governance has a positive and significant effect on the marketing performance of insurance businesses. In fact, the use of online facilities leads to the variety and quality of products on the one hand and product differentiation on the other hand. The maturity of information and communication technology is a rich source for reducing marketing costs, which leads to increasing the costs of change for the customer and improves his loyalty. Also, having higher capabilities in information and communication technology leads to the creation of comprehensive information about customer preferences and reduces the cost of market research. Finally, the maturity of information and communication technology can lead to higher performance results for insurance businesses.
کلیدواژه‌ها [English]
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