تبیین الگوی مرجع مشتری در صنعت بیمه

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی دانشگاه پیام نور، تهران، ایران

2 هیئت علمی دانشگاه پیام نور

3 عضو هیات علمی گروه مدیریت بازرگانی دانشگاه پیام نور، تهران، ایران.

4 دانشجوی دکتری مدیریت بازرگانی دانشگاه پیام نور ، تهران، ایران

چکیده

هدف: یکی از قدرتمندترین و درعین‌حال ناشناخته‌ترین روش‌های پیدا کردن بیمه‌گذاران جدید ارجاع گرفتن مشتری است. به اذعان بسیاری از صاحب‌نظران، فروش ارجاعی بیمه یا جذب بیمه‌گذار ارجاعی بیمه، بهترین روش فروش بیمه و قدرتمندترین ابزار مشتری‌یابی است تا جایی که بزرگان صنعت بیمه نام آن را “معجزه ارجاعی” گذاشته‌اند.
روش پژوهش: پژوهش حاضر با هدف تبیین الگوی عوامل اثرگذار بر مرجع مشتری در صنعت بیمه، با استفاده از تکنیک دلفی انجام گردیده است. جامعه مورد این مطالعه متشکل است از خبرگان دانشگاهی و مدیران ارشد شرکت‌های بیمه که با استفاده از روش نمونه گیری هدفمند، 8 نفر از خبرگان دانشگاهی و 12 نفر از مدیران عالی و کارشناسان خبره شرکت‌های بیمه و 3 نفر از بازاریابان و کارشناسان فروش بیمه نامه در صنعت بیمه به عنوان اعضای پانل تخصصی دلفی انتخاب شدند. ابزار گردآوری داده-ها دراین پژوهش، مطالعات کتابخانه‌ای و پرسشنامه دلفی است.
یافته‎ها: بر این اساس ابتدا با استفاده از روش کتابخانه‌ای و بررسی متون و مشاهده عوامل مرتبط با مرجع مشتری، استخراج و به عنوان مبنای روش دلفی در نظرگرفته شدند. سپس پرسشنامه دلفی جهت دریافت نظرات اعضای پانل تخصص، طی 4 مرحله برای آنها ارسال و مورد مطالعه و بازبینی قرار گرفت.
نتیجه‏گیری: گویه های شناسایی شده در قالب 5 دسته عوامل مرتبط با مشتریان، عوامل مرتبط با شرکت، رضایت مشتری، وفاداری مشتری و مرجع مشتری طبقه‌بندی و در چارچوب مدل پژوهش ارائه شدند.

کلیدواژه‌ها


عنوان مقاله [English]

Description of the customer reference model in the insurance industry

نویسندگان [English]

  • Mohammad Mahmoudi Maymand 1
  • Mirza hasan Hosseini 2
  • Mohammad Mahdi Parhizgar 3
  • Iman Azizi 4
1 Department of Business Management, Payame Noor University, Tehran, Iran
2 Department of Business Management, Payame Noor University, Tehran, Iran
3 Department of Business Management, Payame Noor University, Tehran, Iran
4 PhD. Candidate, Department of Business Management, Payame Noor University, Tehran, Iran.
چکیده [English]

Abstract
Purpose- One of the most powerful and unknown methods to find new insurers is to get a customer referral. According to many experts, the insurance referral sale or attraction of insurance referral insurer is the best method of insurance sale and the most powerful instrument to find customers in a way that the insurance industry experts have named it "the referral miracle".
Methodology- The present research is aimed at describing the model of the factors affecting the customer reference in the insurance industry using the Delphi technique. The population of the study is composed of academics and senior managers of insurance companies, and using the purposive sampling method, 8 academics and 12 senior managers and experts of insurance companies and 3 marketers and sales experts of policy in the insurance industry were chosen as the Delphi professional panel members. The data collection instrument of the present research is library studies and Delphi questionnaire.
Findings- Accordingly, first using the library method and examining the texts and based on observation, the factors related to the customer reference were extracted and regarded as the Delphi method basis. Then, the Delphi questionnaire was sent to the professional panel members in 4 stages to survey them, and it was studied and revised.
Conclusions- The identified items were classified into 5 groups of the factors related to customers, factors related to company, customer satisfaction, customer loyalty and customer reference, and they were presented in the framework of the research's model. Abstract
Purpose- One of the most powerful and unknown methods to find new insurers is to get a customer referral. According to many experts, the insurance referral sale or attraction of insurance referral insurer is the best method of insurance sale and the most powerful instrument to find customers in a way that the insurance industry experts have named it "the referral miracle".
Methodology- The present research is aimed at describing the model of the factors affecting the customer reference in the insurance industry using the Delphi technique. The population of the study is composed of academics and senior managers of insurance companies, and using the purposive sampling method, 8 academics and 12 senior managers and experts of insurance companies and 3 marketers and sales experts of policy in the insurance industry were chosen as the Delphi professional panel members. The data collection instrument of the present research is library studies and Delphi questionnaire.
Findings- Accordingly, first using the library method and examining the texts and based on observation, the factors related to the customer reference were extracted and regarded as the Delphi method basis. Then, the Delphi questionnaire was sent to the professional panel members in 4 stages to survey them, and it was studied and revised.
Conclusions- The identified items were classified into 5 groups of the factors related to customers, factors related to company, customer satisfaction, customer loyalty and customer reference, and they were presented in the framework of the research's model.

کلیدواژه‌ها [English]

  • Customer referral
  • Customer basket
  • Insurance industry
  • Referral sale