Presenting a model for the development of life insurance culture in Iran with a grounded theory approach

Subject Areas : Journal of Iranian Social Development Studies

Esmaeil Delfaraz ¹ , abasali ghayomi ² , Reza salehi ³

1 - PhD student in Cultural Affairs Management, Islamic Azad University and Ahad Science and Research
2 - Associate Professor, Department of Cultural Management and Planning, Islamic Azad University, North Tehran Branch
3 - Dr

Received: 2021-09-13 Accepted : 2021-10-13 Published : 2022-02-20

Keywords: Model, insurance culture, Life insurance, Culture,

Abstract :

The main purpose of this research is to present a model for the development of life insurance culture in Iran with a grounded theory approach. The research method is qualitative. The study population includes all experts and university professors and managers of insurance companies. Since grounded theory does not seek a general or general theory and does not claim to generalize the theory, so sampling has not been used in a quantitative manner. Rather, judgmental (theoretical) sampling has been chosen. Of course, in the first step, 25 people have been identified. However, during the interviews, 17 people were saturated with opinions that refused to continue the interview and the final conclusion was made. It is enough with the title of the treatise.The results of the final qualitative model show that the causal conditions affecting the model include: trust / management style / leadership / policy / expert network. The most important strategies to improve insurance culture include: marketing / systematic communication with stakeholders / advertising / awareness Finally, the consequences of using the calculated model are: designing and presenting a model for the development of life insurance culture in Iran, which deviates from (strengthening the share of life insurance in the insurance portfolio in the country / sharing knowledge among individuals in the insurance community / increasing decision speed / More desirable services to life insurance policyholders / Improving the performance of insurance companies).