The Effect of Marketing, Advertising and Information Technology on Customer Attraction Considering the Mediating Role of Business Strategy (Case Study: Razi Insurance in Chaharmahal and Bakhtiari Province)

Subject Areas : Production Management

zahra dashtlaali ¹ , Ayatollah Mohammadi ²

1 - Assistant Professor Department of Management,Dehaghan Branch,Islamic Azad University,Dehaghan.
2 - Department of Management,Dehaghan Branch,Islamic Azad University,Dehaghan,Iran.

Received: 2022-07-16 Accepted : 2022-11-10 Published : 2022-08-23

Keywords: Information Technology, Advertising, Business Strategy, Service marketing, customer attraction,

Abstract :

Today, The key to building and maintaining profitable and lasting customer relationships and create superior customer value and satisfaction. The main purpose of this article is the effect of service marketing,advertising and information technology on customer acquisition by considering the mediating role of the business in Razi insurance company in Chaharmahal and Bakhtiari province.The research method is descriptive-survey,applied purpose and cross-sectional time.A questionnaire was used to collect information.The statistical population is all Razi Insurance customers in Chaharmahal and Bakhtiari provinces, using Cochran's formula, the sample size was 384 people has been selected by convenience sampling method. The reliability of the questionnaire was confirmed by Cronbach's alpha method. Analysis using Structural equation modeling SPSS and Lisrel software.The result showed that the 95% confidence level, service marketing on effect business strategy with a rate of (0.40), service marketing on customer attraction with the mediating role of business strategy with a rate of (0.58), and advertising on business strategy with a rate of (0.56), advertising on customer attraction with the mediating role of business strategy with a rate of (0.48), information technology on business strategy with a rate of (0.53) and information technology has a positive effect on customer attraction with the mediating role of business strategy with a rate of (0.55).