Antecedents and consequences of cognitive bias of insurance industry marketing managers through digitalization
Seyed Fakhredin Alavi
1
(
)
فرید عسگری
2
(
استادیار گروه اقتصاد ، واحد ابهر ، دانشگاه آزاد اسلامی ، ابهر ، ایران
)
behzad shahrabi
3
(
Assistant Prof., Department of Management ,AliAbad Katool Branch, Islamic Azad University, AliAbad Katool, Iran
)
Babak Haj karimi
4
(
Assistant Professor, Department of Industrial Management, Azad University, Qazvin, Iran
)
Keywords: Antecedents, consequences , cognitive bias, insurance industry, digitalization,
Abstract :
The aim of this study is to identify the antecedents and consequences of cognitive bias in insurance industry marketing managers through digitalization.
The present study is an exploratory qualitative research that is thematic analysis in terms of data analysis method. The participants in this study were 20 faculty members, managers, assistants, and marketing experts in the insurance industry in Golestan province who were selected using purposive sampling using snowball method. The main data collection tool is semi-structured interview.
The results showed that a total of 12 organizing themes in the form of 4 overarching themes were identified as antecedents, and 13 organizing themes in the form of 5 overarching themes were identified as consequences of the cognitive bias of insurance industry marketing managers through digitalization.
The results of TEM analysis showed that the antecedents of cognitive bias of insurance industry marketing managers through digitalization include artificial intelligence-based customer credit risk management, organizational process optimization, data mining management, and organizational dependencies, and the consequences of cognitive bias of insurance industry marketing managers through digitalization include:
Intelligent management approaches, customer relationship management in the insurance sector, development of decision-making strategies based on artificial intelligence, strategic management of insurance company performance, and business intelligence on control and strategic actions in the insurance industry.
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