Studying the Effect of Marketing Capabilities on Competitive Advantages and Commercial Performance of Insurance Companies (A Comparative Study of Social Security Insurance and Health Services)

Subject Areas : Jounal of Marketing Management

Mahmoud Jafarpour ¹ , Elnaz Nabizadeh Mamani ² , Mohadeseh Dehghan Chachkami ^{3 *}

1 - Ph.D, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran
2 - MA, Faculty of Management and Accounting, Farabi Campus, Tehran University, Qom, Iran
3 - MA, Faculty of Management and Accounting, Farabi Campus, Tehran University, Qom, Iran

Received: 2016-12-08 Accepted : 2018-12-30 Published : 2016-08-22

Keywords: Distinctiveness, Cost leadership, Performance, Centralization, Competitive advantage, Marketing capabilities,

Abstract :

Having severely required the insured institutions to gain competitive advantage, the present study is to pursue a relationship between marketing capabilities and competitive advantages with the organizational performance. The study is of applied in nature and in terms of purpose, it is a quantitative study in terms of data collection, and that is a sort of exploratory research based on the findings.  The statistical population of the research is the personnel of the social security branches and health services of Qom province; simple random sampling is regarded as sampling procedure of the research in progress. To explore fit measurement models, the researcher has made a use of Cronbach's alpha, CR, and AVE. To determine the fit structural models, significant coefficients Z and standard R2 were utilized, as well.  In the current research, three hypotheses were tested each of which by a help of path coefficients and significant coefficients Z via statistical software PLS and SPSS. The Findings of tests indicated that the model variables in given samples in health services branches have higher values than that of social security, and are in a relevant manner. Consequently, it found out that investing in the identification and implementing the capabilities in the organization presents a more desirable outcome than the social security.