نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
2 دانشیار، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
3 استادیار، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Introduction: Social media in companies helps facilitate the flow of information, share knowledge within the company, strengthen the company's interaction with customers, and improve the company's internal and external cooperation. Therefore, relying on the development of media and social media, businesses and companies have gained unique opportunities to communicate easily with their customers in a dynamic manner. Considering the developments in the field of digital technology and the development of social media, the competences and capabilities of marketers in order to optimally use these tools and keep pace with these developments in the insurance industry are vague and unclear. In the last two decades, Iran's insurance industry has faced major structural changes such as privatization, liberalization and changes in regulatory frameworks. Despite such developments, the country's insurance industry is still facing a low penetration rate and inappropriate development indicators compared to global and regional statistics. The low level of these indicators can be attributed to the weak performance of companies in formulating and implementing strategies suitable for the insurance industry and market in Iran. The emergence of insurance technology has provided an opportunity to increase the sales position of insurance services by gaining the trust of people and industries, and by relying on these services, individuals, businesses and entrepreneurs can increase the security of business and economic activities. Therefore, the main purpose of the research is Identifying the factors affecting the competencyies of future marketing specialists for the development of the insurance industry.
Methodology: In terms of purpose, this research is in the category of applied-developmental research. This study has two statistical populations. The first statistical population includes previous researches related to the subject of the present study and the second statistical population includes managers, sales representatives and marketers active in different insurance companies who have at least 5 years of work experience in sectors related to the insurance industry. The selection of samples was done with the purposeful sampling method and out of 36 articles, only 28 articles related to concepts such as competencies and skills of the future of marketing were selected. Also, semi-structured interviews with 6 questions were continued until theoretical saturation was achieved in the 12th interview. Using the qualitative method of theme analysis, the dimensions, components and indicators of the competence model of the future marketing specialists in the insurance industry will be identified. After identifying the themes, three-stage open, central and selective coding was done manually and it was shown in the theme grid. The statistical population of the research consists of managers and active marketers in different insurance companies of the country. Non-probability methods are often used in qualitative research to select samples. With this attitude, the selection of experts in the qualitative stage is done according to two criteria: having at least 5 years of work experience in the sectors related to the insurance industry and having a master's degree or higher (business management and insurance) and the number of will be determined based on reaching theoretical saturation in the interviews. Therefore, the interviews and data collection will continue until the interviewees mention new things about the factors affecting the competences of future marketing specialists for the development of the insurance industry. Otherwise, the interviews will be stopped and theoretical saturation will be achieved.
Discussion and Results: Based on the findings, 7 organizing themes and 68 basic themes have been identified, which are: the emergence of dynamic business models with 2 sub-organizing themes and 6 basic themes, entering the era of artificial intelligence with 2 themes Sub-organizer and 6 basic themes, environmental factors with 2 sub-organizer themes and 5 basic themes, development of insurance marketers' capabilities with 4 sub-organizer themes and 12 basic themes, insurance industry development with 2 sub-organizer themes and 6 basic topics that were included under new general and specialized competencies comprehensive topics and were shown in the topic network. Then, the conceptual model was presented. Then, according to the basic themes and the identified organizing themes, a model in the form of a theme network was presented to show the competencies of future marketing specialists.
Conclusion: This research responded to the previous deficiencies and gaps in studies related to the competences of insurance marketers by examining various factors and emphasizing the changes in the business environment. Therefore, strengthening the dimensions and components of the model through planning and using it in attracting and training insurance marketers, evaluating their competences, and creating a database of competencies marketers as a part of the administrative system's memory. It can be a facilitator for the better implementation of the research model framework and the realization of transformation and development of the insurance industry in the country.
کلیدواژه‌ها [English]
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