Providing a Sustainable Marketing Model in the Insurance Industry with a Focus on Artificial Intelligence

محورهای موضوعی : Marketing

Elnaz Allaf Jafari ¹ , Alireza Rousta ² , Farzad Asayesh ³ , Mahmoud Ahmadi Sharif ⁴

1 - Department of Business Administration, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Business Administration, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor, Department of Business Administration, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
4 - Associate Professor, Department of Business Administration, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran

تاریخ دریافت : 1403/04/20 تاریخ پذیرش : 1403/06/22 تاریخ انتشار : 1402/11/15

کلید واژه: sustainable marketing, artificial intelligence, insurance industry, grounded theory,

چکیده مقاله :

The current research was conducted with the aim of providing a sustainable marketing model in the insurance industry with a focus on artificial intelligence. According to the type of data, the research method is mixed (qualitative-quantitative) of exploratory nature. In the statistical population, 12 people were selected from among the experts until the theoretical saturation was reached. The experts included professors of the faculty of business management and senior managers of Alborz insurance company, who were selected by non-probability, targeted and chain sampling. Quantitative part of 400 managers were insurance industry experts, using Cochran's formula, 196 people were selected by stratified random method. To collect data, semi-structured interviews and researcher-made questionnaires were used. The analysis method has been carried out in several consecutive steps. In the first stage, to identify the components of the model, the qualitative method and semi-structured interviews using the grounded theory have been used. In the next section, using interpretative structural modeling, the identified indicators were leveled. Finally, in order to fit the designed model in the qualitative part, a quantitative method with structural equation modeling approach was used with PLS4 software. The findings showed that 6 components were identified and there is a significant relationship between all components and sustainable marketing and the designed model has an acceptable fit. It can be concluded that AI can be incorporated as an essential component of a sustainable marketing strategy, enabling marketing professionals and businesses to make positive changes while increasing their brand reputation and profitability.

چکیده انگلیسی:

The current research was conducted with the aim of providing a sustainable marketing model in the insurance industry with a focus on artificial intelligence. According to the type of data, the research method is mixed (qualitative-quantitative) of exploratory nature. In the statistical population, 12 people were selected from among the experts until the theoretical saturation was reached. The experts included professors of the faculty of business management and senior managers of Alborz insurance company, who were selected by non-probability, targeted and chain sampling. Quantitative part of 400 managers were insurance industry experts, using Cochran's formula, 196 people were selected by stratified random method. To collect data, semi-structured interviews and researcher-made questionnaires were used. The analysis method has been carried out in several consecutive steps. In the first stage, to identify the components of the model, the qualitative method and semi-structured interviews using the grounded theory have been used. In the next section, using interpretative structural modeling, the identified indicators were leveled. Finally, in order to fit the designed model in the qualitative part, a quantitative method with structural equation modeling approach was used with PLS4 software. The findings showed that 6 components were identified and there is a significant relationship between all components and sustainable marketing and the designed model has an acceptable fit. It can be concluded that AI can be incorporated as an essential component of a sustainable marketing strategy, enabling marketing professionals and businesses to make positive changes while increasing their brand reputation and profitability.

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