رشد و توسعه عملکرد مالی و ارتباط با مشتری در صنعت بیمه از طریق تاکتیک‌های بازاریابی رابطه مند

در عصر حاضر، کسب‌وکارهای مختلف و به‌ویژه شرکت‌های خدماتی باید از اقدامات بازاریابی متنوع برای ایجاد ارتباط کارا با مشتریان استفاده کنند تا شرایطی را به وجودآورند که منجر به تعهد و ایجاد وفاداری در آن‌ها گردد. به همین دلیل، حصول اطمینان از اینکه راهبردهای بازاریابی مبتنی بر رابطه منجر به بهبود عملکرد شرکت‌ها می‌شود، اهمیت یافته است. این پژوهش به بررسی اثربخشی مدیریت ارتباط با مشتری پرداخته است و هدف آن، بررسی رشد و توسعه عملکرد مالی و ارتباط با مشتری در صنعت بیمه از طریق سیاست‌های بازاریابی رابطه‌مند است. از نظر هدف، کاربردی و از حیث روش توصیفی- پیمایشی و از نوع همبستگی است. جامعه آماری این پژوهش را کارگزاری‌های مختلف بیمه در شهر مشهد تشکیل می‌دهند که تعداد آن‌ها 140 شرکت است. با استفاده از جدول مورگان 103 کارگزاری‌ بیمه در شهر مشهد به‌عنوان نمونه انتخاب شد. از پرسشنامه نیز برای ابزار جمع‌آوری داده، استفاده گردید. تجزیه‌وتحلیل داده‌ها با استفاده از روش معادلات ساختاری با کمک نرم‌افزار smart-pls انجام شد. نتایج نشان داد هر یک از متغیرهای تاکتیک‌های بازاریابی رابطه‌مند، شامل مالی، اجتماعی و ساختاری بر کیفیت ارتباط با مشتری تاثیر مثبت و معناداری دارد، ارتباط معناداری بین کیفیت ارتباط با مشتری و عملکرد مالی و ارتباط با مشتری نیز تایید شد. همچنین متغیرهای ابعاد بازاریابی رابطه‌مند شامل، مالی، اجتماعی و ساختاری از طریق کیفیت ارتباط با مشتری بر عملکرد مالی و ارتباط با مشتری نیز تاثیر معناداری را نشان داد.

growth and development of financial and non-financial performance in the insurance industry through relational marketing tactics

1- introduction nowadays, various businesses, especially service companies, must use a variety of marketing measures to build effective relationships with customers, to lead to commitment and loyalty. therefore, it is important to ensure that relationship-based marketing strategies improve the performance of companies. in today’s era, different businesses and especially service companies should use various marketing measures and activities to establish effective relationships with customers, in order to create conditions that lead to commitment and loyalty among them. for this reason, ensuring that relationship-based marketing strategies lead to improved company performance is of paramount importance. all marketing activities carried out in order to create, develop, and maintain successful relationships, which is called relationship marketing, are defined as a two-way relationship between the service provider and the customer that leads to profitability. relationship marketing tactics include financial, social and structural dimensions and are influential on financial and non-financial functions. 2- theoretical framework this study examines the effectiveness of customer relationship management. the purpose of this study is to investigate the growth and development of financial and non-financial performance in the insurance industry through relational marketing policies. in the last two decades, many organizations have become aware of the importance of their customers’ satisfaction and have realized that maintaining existing customers is less expensive than attracting new customers.  for this reason, companies must always monitor and take care of the interaction between themselves and their customers, and with the correct knowledge and understanding of the needs and values ​​of customers, provide them with valuable goods and services in order to create loyalty in them by gaining satisfaction. relationship marketing is known as a strategic solution to create commitment and loyalty and influential on the quality of relationships with customers. also, customer relationship management leads to enhanced efficiency and performance and improved effectiveness in customer service, integration of communication channels, increase in new business opportunities and competitive performance, and customer classification. relationship marketing has a significant impact on the quality of customer relationship management and the quality of management. communication with the customer, which shows the customer’s commitment and trust, affects the organizational performance 3- methodology the current research is practical in terms of purpose, and is descriptive-survey and correlational in terms of the nature of the method and implementation. the statistical population of the research consists of different branches of insurance agencies in mashhad. according to statistics and information, there are 140 companies. therefore, using morgan’s table, 103 samples were determined for the statistical population. the sample analysis unit in this research was the managers of the brokerages. due to the lack of cooperation of some agencies in providing data and completing the questionnaire, available sampling method has been used. 110 questionnaires were distributed among the members of the statistical community and finally 103 questionnaires were collected. the tool of data collection was a questionnaire that was compiled in three sections: introduction, demographic questions and questions to measure the main variables of the research. to measure the main variables of the research, 38 questions were designed and the measuring scale of the variables was a five-part likert scale. given that the questionnaire was standard and its validity has already been confirmed, it can be said that it has the required validity.