Examining the Impact of Information and Communication Technology Governance Maturity on the Marketing Performance of Insurance Companies in Tehran

Document Type : Research Paper

Authors

1 Ph.D., Department of Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.

2 Assistant Prof., Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

3 MS.c., Department of Business Management, Urmia University, Urmia, Iran.

Abstract

Objective
Marketing and business development largely rely on information and communication technology, and on how to use them in all fields and channels; consequently, investment in information and communication technologies (ICT) is considered the key driver of productivity growth in businesses. Among the industries that play a fundamental role in the economic growth of countries, the insurance industry stands out as one in which attention to the development of information and communication technologies is particularly essential. The benefits of using ICT in the development and progress of companies' marketing are so significant that companies adopt ICT-related tools to achieve a mature and effective governance framework. Using the maturity concept of ICT governance, alongside 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. These gaps are particularly pronounced with respect to marketing performance and are more evident in Iran’s domestic literature. 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 ICT governance and marketing performance, and explain the relationship between these variables in the insurance industry.
 
Methodology
In terms of purpose, this study is applied research, and with respect to 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 population of the present study comprises managers of active insurance companies in Tehran. Based on the research design, after identifying the target population, a sample of 139 managers was selected, and data were collected using a questionnaire. Demographic data were analyzed using SPSS software, while the research model was examined through structural equation modeling using PLS software.
 
Findings
The findings indicate a positive impact of ICT maturity on the marketing performance of insurance companies, confirming the main hypothesis of the study. Additionally, all related sub-hypotheses were also supported. Therefore, the maturity of ICT planning and organization, acquisition and application, delivery and support, as well as monitoring and evaluation, all have a significant impact on the marketing performance of insurance companies.
 
Conclusion
Based on the results obtained from the research, it can be claimed that the maturity of ICT governance has a positive and significant effect on the marketing performance of insurance businesses. In fact, the use of online facilities contributes both to greater product variety and quality, as well as to enhanced product differentiation. The maturity of ICT is a rich source for reducing marketing costs, which leads to increasing the costs of change for the customer and improves their loyalty. Moreover, greater ICT capabilities enable the creation of comprehensive information about customer preferences and reduce the costs of market research. Ultimately, ICT maturity can drive improved performance outcomes for insurance businesses.

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 18, Issue 1
2026
Pages 85-109

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