تحلیل عوامل مؤثر بر توسعة هویت برند خدماتی (مورد مطالعه: نمایندگی های بیمة ایران استان اردبیل)

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار، گروه مدیریت، دانشگاه محقق اردبیلی، اردبیل، ایران

2 کارشناس ارشد مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد نجف آباد، اصفهان، ایران

چکیده

هدف اصلی این پژوهش، بررسی عوامل مؤثر بر توسعة­ هویت برند خدماتی در صنعت بیمه است. با توجه به اهمیت ایجاد هویت برای برند، به‌منظور موفقیت در بازارهای رقابتی کنونی، در این مقاله تلاش شده است به بررسی ابعاد و مؤلفه­های مؤثر در گسترش و بهینه­سازی هویت برند خدماتی پرداخته شود. جامعة آماری این پژوهش، شامل تمامی نمایندگی­ها و شعبه­های بیمة ایران در سطح استان اردبیل است. داده‌ها با استفاده از پرسشنامه از میان 112 نمایندگی و شعبه به‌دست آمد که با توجه به محدود‌بودن تعداد جامعة آماری، از طریق روش کل­شماری، تمامی جامعة آماری به­عنوان نمونه درنظر گرفته شد. تجزیه و تحلیل داده­ها با استفاده از نرم­افزار SPSS و مدل‌سازی معادله‌های ساختاری انجام شد. یافته­ها بیانگر آن است که از میان عوامل مؤثر، عامل فرهنگ بازاریابی و شخصیت برند، تأثیری اندک بر هویت برند خدماتی می­گذارد و عوامل هویت بصری برند، مدیریت ارتباط با مشتری و ارتباط­های یکپارچة بازاریابی، تأثیری قوی بر توسعة هویت برند خدماتی سازمان بیمة ایران دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Analysis of the factors affecting development of the services brand identity

نویسندگان [English]

  • Mohammad Bashokouh 1
  • Mitra Shekasteband 2
1 Assistant Prof., Mohaggagh Ardabil University, Ardabil, Iran
2 MSc. in Business Management, Islamic Azad University, Najaf Abad, Isfahan, Iran
چکیده [English]

The current study aims to investigate the factors affecting  development of the services brand identity in insurance industrial. Therefore, considering the importance of brand identity, and in order to succeed in today's competitive market, in this paper, the relevant literature in the field of brand identity development is reviewed to investigate the effect of its dimension on development and optimization services brand. The population includes 112 agencies and branch offices of Iran insurance in Ardabil province. SPSS and LISREL software are used for data analysis. The research findings indicate that such dimensions as marketing culture and brand personality have a nonsignificant impact on the development of the brand identity services and brand visual identity. Coustomer relationship management and integration marketing communication have been shown to have a significant and positive impact on the development of the brand identity services in Iran insurance industry.

کلیدواژه‌ها [English]

  • brand identity
  • Brand Personality
  • brand visual identity
  • development of brand identity
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