انقلابی در نوآوری بازاریابی بیمه: بازاریابی پایدار با رویکرد هوش مصنوعی

محورهای موضوعی : خلاقیت و نوآوری از جنبه‏های روان‏شناختی، علوم شناختی، علوم تربیتی و آموزشی (خلاقیت شناسی روان‏شناختی، خلاقیت شناسی پرورشی)

الناز علاف جعفری ¹ , علیرضا روستا ² , فرزاد آسایش ³ , محمود احمدی شریف ⁴

1 - گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران
2 - دانشگاه آزاد اسلامی ، واحد تهران جنوب دانشکده مدیریت ، گروه حسابداری ، سابقه داوری و استاد راهنما و استاد مشاور ، دانشجویان کارشناسی
3 - گروه مدیریت بازرگانی، علوم انسانی، دانشگاه آزاد اسلامی واحد شهرقدس، تهران، ایران
4 - هیئت علمی دانشگاه شهر قدس

تاریخ دریافت : 1403/02/22 تاریخ پذیرش : 1403/07/24 تاریخ انتشار : 1403/09/08

کلید واژه: بازاریابی پایدار, صنعت بیمه, نوآوری بازاریابی, هوش مصنوعی,

چکیده مقاله :

هدف: پژوهش حاضر با هدف طراحی مدل بازاریابی پایدار در صنعت بیمه با تمرکز بر هوش مصنوعی انجام شده است. روش: روش پژوهش برحسب نوع داده‌، کیفی از نوع ماهیت اکتشافی است. در جامعه آماری بخش کیفی از بین جامعه خبرگان تعداد 15 نفر تا رسیدن به حد اشباع نظری انتخاب شد که از خبرگان شامل خبرگان دانشگاهی و بیمه البرز بود که به‌روش نمونه‌گیری غیر احتمالی هدفمند انتخاب شدند. برای گردآوری داده‌ها از ابزار مصاحبه نیمه ساختاریافته با تکنیک 5W1H استفاده شد و از روش داده بنیاد برای تحلیل داده ها استفاده شده است. یافته ها: در پژوهش حاضر، 5 مولفه شامل، قابلیت¬های هوش مصنوعی، نوآوری بازاریابی، قابلیت¬های سازمانی، قابلیت¬های فرهنگی و عملکرد بازاریابی پایدار و 13 شاخص و 40 کد شناسایی شده است. شرایط علی شامل قابلیت¬های هوش مصنوعی (شایستگی هوش مصنوعی،کیفیت خدمات هوش مصنوعی، تجربه استفاده از هوش مصنوعی) است. شرایط مداخله¬گر در پژوهش حاضر، نوآوری بازاریابی (نوآوری محصول، نوآوری در فرآیند) است. همینطور، راهبردها شامل قابلیت¬هَای سازمانی (شایستگی¬ها کارآفرینی، شایستگی استراتژی) است و شرایط زمینه¬ای در این پژوهش شامل قابلیت های فرهنگی (فرهنگ نوآورانه، فرهنگ تغییرپذیری) است. همچنین، پیامدها را عملکرد بازاریابی پایدار(قصد خرید پایدار، دستیابی به مزیت رقابتی پایدار، فعالیت بازاریابی پایدار، بازاریابی پایدار هوشمند) تشکیل می¬دهد. نتیجه گیری: استفاده از الگوریتم‌های هوش مصنوعی و نوآوری بازاریابی سبب بهبود در تشخیص الگوهای مشتریان، پیشنهاد بهترین بیمه‌ها برای هر مشتری و بهبود در ارتباط با مشتریان خواهد شد. این نوع ابزارها می‌توانند به شرکت بیمه البرزکمک کنند تا روند بازاریابی خود را بهبود بخشیده و در نتیجه به موفقیت و پایداری بیشتری دست یابند.

چکیده انگلیسی:

Purpose: The current research was conducted with the aim of designing a sustainable marketing model in Alborz Insurance with a focus on artificial intelligence. Method: According to the type of data, the research method is qualitative and exploratory in nature. In the qualitative statistical population, 15 people were selected from among the experts until the theoretical saturation limit was reached, which included university and Alborz insurance experts who were selected by targeted non-probability sampling. A semi-structured interview tool with 5W1H technique was used to collect data, and the foundation data method was used for data analysis. Findings: In the current research, 5 components including artificial intelligence capabilities, marketing innovation, organizational capabilities, cultural capabilities and sustainable marketing performance and 13 indicators and 40 codes have been identified. Causal conditions include the capabilities of artificial intelligence (competence of artificial intelligence, quality of artificial intelligence services, experience of using artificial intelligence). The intervening condition in the current research is marketing innovation (product innovation, process innovation). Similarly, strategies include organizational capabilities (entrepreneurial competencies, strategic competencies) and the background conditions in this research include cultural capabilities (innovative culture, changeable culture). Also, the results are sustainable marketing performance (sustainable purchase intention, achieving sustainable competitive advantage, sustainable marketing activity, sustainable smart marketing). Conclusion: The use of artificial intelligence algorithms and marketing innovation will improve the recognition of customer patterns, offer the best insurance for each customer, and improve communication with customers. These types of tools can help Alborz Insurance Company to improve its marketing process and thus achieve more success and stability.

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