بررسی تأثیر استراتژی سازمانی بر تقاضای بیمه عمر (مورد مطالعه: شرکت های بیمه استان بوشهر)
محورهای موضوعی : مدیریت بازرگانیعظیمه حمیدیان 1 , اسماعیل کمالی راد 2
1 - کارشناس ارشد مدیریت کسب و کار ، واحد بوشهر ، دانشگاه آزاد اسلامی ، بوشهر ، ایران
2 - استادیار مدیریت، گروه مدیریت، مؤسسه آموزش عالی خرد، بوشهر، ایران.
کلید واژه: تقاضای بیمه عمر, شرکت‌های بیمه, استراتژی‌های سازمانی, استراتژی توسعه محصول,
چکیده مقاله :
بیمه عمر مانند سایر بیمه‌ها، پاسخ‌گوی تشویش و نگرانی خاطر افراد یـک جامعـه است. نگرانی بیمه گذار از حوادث نامنتظره مثل ازکارافتـادگی و فـوت اسـت یـا از تغییر شرایط درآمدی و اقتصادی خانواده سرچشمه مـی‌گیـرد. در ایـن نـوع بیمـه، بیمه گذار می‌تواند بر حسـب شـرط دریافـت مزایـای بیمـه نامـه (حیـات یـا فـوت بیمه شده)، نحوه دریافت مزایا (یکجا یا به صورت مستمری)، زمان دریافت مزایـا و پرداخت حق بیمه، هر نوع بیمه نامـه‌ای را کـه پاسـخ‌گـوی نیازهـایش باشـد، خریداری کند. این پژوهش به‌منظور بررسی تأثیر استراتژی سازمانی بر تقاضای بیمه عمر در شرکت‌های بیمه استان بوشهر انجام شد. در این پژوهش متغیرهای پژوهش به‌وسیله پرسشنامه مورد ارزیابی قرار گرفت. پرسشنامه بین 136 نفر نمونه از جامعه آماری شامل کلیه مدیران و کارشناسان شرکت‌های بیمه استان بوشهر توزیع شد. روش تحقیق توصیفی از نوع همبستگی بود. جهت پاسخ به سؤالات و بررسی فرضیات تحقیق با نرم‌افزار Smart-PLS از روش بررسی معادلات ساختاری و تحلیل مسیر به روش حداقل مربعات جزئی استفاده گردید. نتایج پژوهش حاکی از آن است که هر سه استراتژی سازمانی (استراتژی رسوخ در بازار، استراتژی توسعه و استراتژی توسعه محصول) بر تقاضای بیمه عمر در شرکت‌های بیمه استان بوشهر تأثیر معنی‌داری دارند. نتایج همچنین نشان داد که استراتژی توسعه محصول بیشترین تأثیر را بر تقاضای بیمه عمر در شرکت‌های بیمه استان بوشهر دارد.
Life insurance, like other insurances, is the answer to the worries and anxieties of the people of a society. The insurer's concern stems from unexpected events such as disability and death, or from changes in the family's income and economic conditions. In this type of insurance, the insurer can, depending on the condition of receiving the insurance benefits of the insurance (life or death of the insured), how to receive the benefits (lump sum or as a pension), the time of receiving the benefits and paying the premium, any insurance policy that answer his needs, buy. This study was conducted to investigate the effect of organizational strategy on life insurance demand in insurance companies in Bushehr province. In this study, research variables were evaluated by a questionnaire. The questionnaire was distributed among 136 sample people from the statistical population, which is all managers and experts of insurance companies in Bushehr province. The research method was descriptive-correlational. To answer the questions and test the research hypotheses with Smart-PLS software, the method of studying structural equations and path analysis using the partial least squares (PLS) method was used. The results indicate that all three organizational strategies (market penetration strategy, development strategy and product development strategy) have a significant effect on life insurance demand in insurance companies in Bushehr province. The results also showed that the product development strategy has the greatest impact on life insurance demand in insurance companies in Bushehr province.
Abbasi Bani, F., & Nazari, M. (2017). Investigate competition and focus on the insurance industry and determine appropriate competitive strategies. Business Management, 9(3), 641-660. https://doi.org/0.22059/jibm.2017.127965.1719 (In Persian)
Ahmadi, S. M., Gholami, E., & Tafakhr, E. (2021). Investigating the factors affecting the demand for life insurance in Iran with emphasis on quantitative factors inside and outside the organization. Financial Economics Quarterly, 15(3), 371-389. https://doi.org/10.30495/fed.2021.687883 (In Persian)
Al-Husseini Al-Modarressi, S. M., Moghaddamzadeh, N., & Bagheri Qarabolagh, H. (2020). Analyzing the role of insurance relational marketing strategies on the customer's perception of service quality and appreciation. Strategic Management Studies(41), 75-91. https://www.sid.ir/FileServer/JF/21913994105 (In Persian)
Arabi, S. M., & Dehghan, N. (2010). Developing the insurance business portfolio strategies of Farhangian Institute. Quantitative Studies in Abhar Free Management, 3. (In Persian)
Azizzadeh Niari, A. (2008). Identify and determine the most important factors affecting the demand for life insurance in Iran and provide an appropriate model [Master Thesis, University of Tehran]. Business Management. (In Persian)
Basati, A., Moradi, M., & Saeedi Bistoni, A. (2019). Investigating the factors affecting the purchase of life insurance of Iran Insurance Company of Kermanshah province. Economics, financial management and accounting studies., 5(4), 188-192. (In Persian)
Drucker, P. (1967). The Effective Executive: The Definitive Guide to Getting the Right Things Done. University of Southern California.
Feyen, E., Lester, R., & Rocha, R. (2011). What Drives the Development of the Insurance Sector? An Empirical Analysis Based on a Panel of Developed and Developing Countries. P. R. w. paper. https://openknowledge.worldbank.org/handle/10986/3339
Jaloudi, M. M. (2019). The efficiency of Jordan insurance companies and its determinants using DEA, slacks, and logit models. Journal of Asian Business and Economic Studies, 26(1). https://doi.org/10.1108/JABES-10-2018-0072
Khosrojerdi, Z., Haddadi, M. H., & Sirang, B. (2021). The effect of relationship marketing on the decision to buy life insurance customers with the mediating role of marketing capabilities (Case study: Pasargad Insurance customers in Tehran) National Conference on New Achievements in Management Economics and Accounting Research, Isfahan. (In Persian)
Kjosevski, J. (2012). The Determinats of Life Insurance Demand in Central and Southeast Europe. International Journal of Economics and Finance, 4(3), 237-247.
Mahdavi, G. (2010). Stochastic Life Insurance Demand: An Application to the Economics of Uncertainty. Journal of Economic Research (Tahghighat- E- Eghtesadi), 44(3). https://jte.ut.ac.ir/article_20045.html?lang=en (In Persian)
Mahdavi, G., Farzin Vash, A., & Hassanzadeh Moghimi, A. (2010). Analysis of the existence of distortion in the Iranian life insurance market. Insurance Industry Quarterly, 1(97), 3-39. (In Persian)
Mahdavi Klishemi, G., & Vahid, M. (2011). Analysis of economic, social and psychological factors affecting life insurance demand in Iran. Modeling Research Quarterly, 5, 21-46. (In Persian)
Mazlumi, N., Haghighi Kafash, M., Khashei, V., & Nateghi, A. A. (2019). The model of strategic management risks in the Iranian insurance industry. Journal of Business Strategies Shahed University, 25(12). https://www.sid.ir/FileServer/JF/4025913971209.pdf (In Persian)
Mehrara, M., & Azam Rajabian, M. (2006). Demand for life insurance in Iran and oil exporting countries. Economic Research and Agricultural Development of Iran, 74, 57-81. (In Persian)
Mirfakhreddini, S. H., Morvati Sharifabadi, A., & Mohammadi, M. (2017). Prioritize organizational policies. Strategic Management Research, 23(66), 81-109. (In Persian)
Rustazadeh Sheikh Yousefi, M. (2019). Provide a framework for segmenting life insurance insurers using data mining. Science and Technology Policy(29), 71-82. (In Persian)
Schmidt, A. P. (2019). The impact of cognitive style, consumer demographics and cultural values on the acceptance of Islamic insurance products among American consumers. International Journal of Bank Marketing, 37(2). https://doi.org/10.1108/IJBM-02-2018-0033
Seifi, R., Zarei Rahroo, A., Eskandarinia, N., & Vashghani Farahani, M. (2018). Designing a validation model of organizational strategies Strategic Management Research, 24(69), 127-142. (In Persian)
Sigma, L. (2009). World Insurance in 2008. S. Re. https://www.swissre.com/institute/research/sigma-research/sigma-2009-03.html
Valimi, F., Fattahi, M., & Ranjbar, M. (2020). Factors Influencing Marketing Strategy with Health Insurance Educational Approach. Clinical Excellence, 9(2), 1-9. https://www.sid.ir/FileServer/JF/ng3005213990201 (In Persian)
Vojinovic, Ž., Milutinovic, S., Sertic, D., & Lekovic, B. (2022). Determinants of Sustainable Profitability of the Serbian Insurance Industry: Panel Data Investigation. Sustainability, 14, 1-22. https://doi.org/10.3390/su14095190
_||_Abbasi Bani, F., & Nazari, M. (2017). Investigate competition and focus on the insurance industry and determine appropriate competitive strategies. Business Management, 9(3), 641-660. https://doi.org/0.22059/jibm.2017.127965.1719 (In Persian)
Ahmadi, S. M., Gholami, E., & Tafakhr, E. (2021). Investigating the factors affecting the demand for life insurance in Iran with emphasis on quantitative factors inside and outside the organization. Financial Economics Quarterly, 15(3), 371-389. https://doi.org/10.30495/fed.2021.687883 (In Persian)
Al-Husseini Al-Modarressi, S. M., Moghaddamzadeh, N., & Bagheri Qarabolagh, H. (2020). Analyzing the role of insurance relational marketing strategies on the customer's perception of service quality and appreciation. Strategic Management Studies(41), 75-91. https://www.sid.ir/FileServer/JF/21913994105 (In Persian)
Arabi, S. M., & Dehghan, N. (2010). Developing the insurance business portfolio strategies of Farhangian Institute. Quantitative Studies in Abhar Free Management, 3. (In Persian)
Azizzadeh Niari, A. (2008). Identify and determine the most important factors affecting the demand for life insurance in Iran and provide an appropriate model [Master Thesis, University of Tehran]. Business Management. (In Persian)
Basati, A., Moradi, M., & Saeedi Bistoni, A. (2019). Investigating the factors affecting the purchase of life insurance of Iran Insurance Company of Kermanshah province. Economics, financial management and accounting studies., 5(4), 188-192. (In Persian)
Drucker, P. (1967). The Effective Executive: The Definitive Guide to Getting the Right Things Done. University of Southern California.
Feyen, E., Lester, R., & Rocha, R. (2011). What Drives the Development of the Insurance Sector? An Empirical Analysis Based on a Panel of Developed and Developing Countries. P. R. w. paper. https://openknowledge.worldbank.org/handle/10986/3339
Jaloudi, M. M. (2019). The efficiency of Jordan insurance companies and its determinants using DEA, slacks, and logit models. Journal of Asian Business and Economic Studies, 26(1). https://doi.org/10.1108/JABES-10-2018-0072
Khosrojerdi, Z., Haddadi, M. H., & Sirang, B. (2021). The effect of relationship marketing on the decision to buy life insurance customers with the mediating role of marketing capabilities (Case study: Pasargad Insurance customers in Tehran) National Conference on New Achievements in Management Economics and Accounting Research, Isfahan. (In Persian)
Kjosevski, J. (2012). The Determinats of Life Insurance Demand in Central and Southeast Europe. International Journal of Economics and Finance, 4(3), 237-247.
Mahdavi, G. (2010). Stochastic Life Insurance Demand: An Application to the Economics of Uncertainty. Journal of Economic Research (Tahghighat- E- Eghtesadi), 44(3). https://jte.ut.ac.ir/article_20045.html?lang=en (In Persian)
Mahdavi, G., Farzin Vash, A., & Hassanzadeh Moghimi, A. (2010). Analysis of the existence of distortion in the Iranian life insurance market. Insurance Industry Quarterly, 1(97), 3-39. (In Persian)
Mahdavi Klishemi, G., & Vahid, M. (2011). Analysis of economic, social and psychological factors affecting life insurance demand in Iran. Modeling Research Quarterly, 5, 21-46. (In Persian)
Mazlumi, N., Haghighi Kafash, M., Khashei, V., & Nateghi, A. A. (2019). The model of strategic management risks in the Iranian insurance industry. Journal of Business Strategies Shahed University, 25(12). https://www.sid.ir/FileServer/JF/4025913971209.pdf (In Persian)
Mehrara, M., & Azam Rajabian, M. (2006). Demand for life insurance in Iran and oil exporting countries. Economic Research and Agricultural Development of Iran, 74, 57-81. (In Persian)
Mirfakhreddini, S. H., Morvati Sharifabadi, A., & Mohammadi, M. (2017). Prioritize organizational policies. Strategic Management Research, 23(66), 81-109. (In Persian)
Rustazadeh Sheikh Yousefi, M. (2019). Provide a framework for segmenting life insurance insurers using data mining. Science and Technology Policy(29), 71-82. (In Persian)
Schmidt, A. P. (2019). The impact of cognitive style, consumer demographics and cultural values on the acceptance of Islamic insurance products among American consumers. International Journal of Bank Marketing, 37(2). https://doi.org/10.1108/IJBM-02-2018-0033
Seifi, R., Zarei Rahroo, A., Eskandarinia, N., & Vashghani Farahani, M. (2018). Designing a validation model of organizational strategies Strategic Management Research, 24(69), 127-142. (In Persian)
Sigma, L. (2009). World Insurance in 2008. S. Re. https://www.swissre.com/institute/research/sigma-research/sigma-2009-03.html
Valimi, F., Fattahi, M., & Ranjbar, M. (2020). Factors Influencing Marketing Strategy with Health Insurance Educational Approach. Clinical Excellence, 9(2), 1-9. https://www.sid.ir/FileServer/JF/ng3005213990201 (In Persian)
Vojinovic, Ž., Milutinovic, S., Sertic, D., & Lekovic, B. (2022). Determinants of Sustainable Profitability of the Serbian Insurance Industry: Panel Data Investigation. Sustainability, 14, 1-22. https://doi.org/10.3390/su14095190