مفهوم‌پردازی بازارگرایی راهبردی و رابطه آن با عملکرد صنعت بیمه ایران

نوع مقاله : مقاله علمی - پژوهشی

نویسنده

استادیار گروه مدیریت، دانشگاه بین المللی امام رضا(ع)، مشهد، ایران

10.22056/jir.2020.225385.2708

چکیده

هدف: شناخت ابعاد بازارگرایی راهبردی در صنایعی که شدت رقابت در آن­ها زیاد بوده و مشتریان دارای نیازها و خواسته­های متفاوت و متنوع هستند اهمیت بسیار زیادی دارد. کسب اطلاعات و دانش بازار و پاسخگویی براساس آن، فلسفه وجودی بازارگرایی است. هدف اصلی این پژوهش، مفهوم­پردازی بازارگرایی راهبردی و رابطه آن با عملکرد در صنعت بیمه ایران است.
روش­‌شناسی: این پژوهش کاربردی و از نوع توصیفی پیمایشی است. جامعه آماری پژوهش را مدیران 16681 نمایندگی دولتی و خصوصی بیمه در استان­‌های تهران، خراسان رضوی، اصفهان، فارس، آذربایجان شرقی و خوزستان تشکیل می­دهند که از میان آن­ها با استفاده از فرمول نمونه­گیری در جامعه محدود و روش نمونه­گیری تصادفی طبقه‌ای، نمونه­ای به حجم 300 نمایندگی انتخاب گردیده است. داده­های حاصل از پرسشنامه­ها از طریق مدل­یابی معادلات ساختاری با استفاده از نرم­افزار AMOS18 به منظور آزمون فرضیه­های پژوهش تحلیل گردید. روایی پرسشنامه از طریق روایی محتوا و سازه و پایایی آن با ضریب آلفای کرونباخ تأیید گردید.
یافته‌­ها: نتایج پژوهش نشان می­دهد که بازارگرایی راهبردی بر عملکرد مالی و غیرمالی صنعت بیمه ایران تأثیر مثبت و معنادار دارد؛ نقش واسطه عملکرد غیرمالی در رابطه بازارگرایی با عملکرد مالی نیز تأیید گردید.
نتیجه‌­گیری: گردآوری و تجزیه و تحلیل اطلاعات مربوط به مشتریان و رقبا و سپس طراحی یک راهبرد بازارگرا متناسب با فرصت­ها و تهدیدهای محیطی در جهت پاسخگویی به آن‌ها و فراهم نمودن زیرساخت­های فرایندی، سیستمی و رفتاری جهت پیاده­سازی این راهبرد به طور مستقیم، شاخص­های مالی و غیر مالی در صنعت بیمه ایران را بهبود می­دهد.
طبقه‌­بندی موضوعیJEL: M31، G22، L25

کلیدواژه‌ها


عنوان مقاله [English]

Conceptualizing Strategic Market Orientation and Its Relationship with Performance in Iranian Insurance Industry

چکیده [English]

Purpose: Understanding the dimensions of strategic market orientation is crucial in industries where competition is high and customers have different needs and wants. Gaining market knowledge and accountability is the existential philosophy of market orientation.The main purpose of this study is to conceptualize strategic market orientation and its relationship with performance in the Iranian insurance industry.
Methodology: This research is applied and descriptive survey. The study population is 16681 managers of public and private insurance agencies in the provinces of Tehran, Khorasan-e- Razavi, Isfahan, Fars, Azerbaijan-e-sharghi and Khuzestan. The sample was 300 agencies by using the formula in the limited sampling and stratified random sampling was selected. Data gathered from the questionnaires analyzed through structural equation modeling using AMOS18 to test hypotheses of research. Validity of the questionnair through content and construct validity and reliability of the research through Cronbach's alpha coefficient were confirmed.
Findings: The results showed that strategic market orientation has positive impact on financial and non-financial performance of insurance industry. The mediating role of non-financial between strategic market orientation and financial performance was confirmed.
Conclusion: Gathering and analyzing customer and competitor information and then designing a market-oriented strategy tailored to meet environmental opportunities and threats and providing process, system, and behavioral infrastructure to implement this strategy directly Improves financial and non-financial indicators in the Iranian insurance industry.
 JEL-Classification: M31، G22، L25

کلیدواژه‌ها [English]

  • strategic market orientation
  • financial performance
  • non-financial performance
  • Iranian insurance industry
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