Investigating the relationship between customer relationship management (CRM) and marketing performance of social insurance fund for villagers and nomads in Ardabil province

Dissertation to obtain a master's degree in executive management

Marketing and export orientation

Abstract:

Efficient customer relationship management is an important challenge in business competition. Organizations need information about who their customers are, what their expectations and needs are, and how to meet their needs. This research investigates the relationship between customer relationship management and marketing performance in the social insurance fund of villagers and nomads in Aderbil province. The current research method is a descriptive correlational study. Also, this research is practical in terms of its purpose, the results of which can be used in service companies, banks and insurance companies. The statistical population of this research is the social insurance customers of the villagers and nomads of Ardabil province who have referred to insurance agencies within a certain time frame. To determine the sample size in this research, Cochran's formula was used in the case of unknown population size; Based on this formula, the sample number was 96 people, however, to consider the increase and decrease in validity and generalizability of the results, the sample number was 102 people. In order to collect information, a 20-question customer relationship management questionnaire and a 10-question marketing performance questionnaire were used. The results of this research showed that there is a positive and significant relationship between customer relationship management (CRM) and marketing performance.

Keyword: Customer relationship management, marketing performance, insurance, customer orientation

Chapter One

1-1- Introduction  New dimensions, the customer has become the main pillar and axis of all the activities of organizations. In a way that from a competitive point of view, the survival and continuation of the life of organizations depends on identifying and attracting new customers and maintaining existing customers. On the other hand, the current era is a period of accelerated and unpredictable changes, and companies due to the existence of factors such as unclear boundaries between markets, fragmentation of markets, shortening of product life, rapid changes in customer purchasing patterns and customers becoming more knowledgeable and expert, with the most difficult competitive conditions, in this regard, only organizations will have a good position in the supply of competition. Clients have opened their place in the relations between people and companies and the relations between the government and people, and the need to pay attention and satisfy the needs and demands of customers has been seriously felt.                         

Meanwhile, in the implementation of the CRM system [1] and even before its implementation, the effective factors in the success and optimal implementation of this system should be identified in order to ensure the success of CRM in the organization. Factors such as organizational culture, structure, employees, technology, and appropriate technology should be carefully tested in the organization and possible defects should be eliminated, then one should hope for the successful implementation of this system. Otherwise, the organization will not only not achieve the mentioned goals, but sometimes it will bring opposite results and increase the cost for the organization.  

1-2- Statement of the problem

Given that the influence of insurance in our country is low, in order to increase people's attention to the risks and dangers that threaten them and the methods of dealing with these risks, insurance companies should use new methods along with other methods, so that in this way insurance will open its place more and more among the people and we will witness the prosperity and peace of the society and its economic stability. (Mahdovinia, Gadratpour, 2014, p. 72).

Today, the behavior and relationship with the customer in any commercial and commercial institution is sometimes effective and solid to keep pace with scientific advances and new human achievements in order to achieve success and success in work and activity, ensuring customer satisfaction, increasing the work morale of the personnel and ultimately gaining more profit and benefit for a financial or commercial institution.

Regarding the relationship with customers during the past ages, the views It has been different. In the 1930s, it was believed that one should "put a hat on the customer's head". In other words, they did not give any right to the customer and the customer did not have the right to choose.. In the 60s, this view was gradually forgotten and replaced by the slogan "The customer is right". In the 90s, the slogan "the customer is the king" was raised. Currently, the proliferation of concepts such as customer orientation, customer orientation, customer trust, customer satisfaction, communication with customers, and service quality, along with the traditional concepts of profitability and earning, reducing costs and increasing production and providing services, shows that companies have no choice but to target the customer as the determiner of the company's goals and policies in order to survive in today's business. Meanwhile, organizations based on the role and weight of the customer in their goals and activities, the form of communication They are different from their customers. Based on this, identifying and collecting information about customers by identifying customers' needs and responding to them, investigating and responding to customer complaints, programs and making customers loyal, measuring customer satisfaction and marketing plans should be at the top of the goals and policies of managers. Considering that the penetration of insurance in our country is low, on the other hand, the development policies of the government have taken a top-down approach in recent years, and in this regard, serving the villagers, including the formation of the rural social insurance fund. And nomads have been prioritized. In order to achieve the development goals in the insurance sector, it seems necessary and necessary to develop methods and models to establish proper communication with the customer. Therefore, in order to increase the attention of villagers and nomads to the risks and dangers that threaten them in various cases, methods to deal with these risks should be considered by insurance companies through the use of new methods in insurance agencies, so that the insurance of villagers and nomads will open its place to these disadvantaged groups (villagers) as much as possible. If the CRM method is implemented correctly in this sector (rural insurance), it has the ability to quickly collect information about customers and by providing special products and services, it increases the trust and loyalty of villagers to insurance agencies.

In addition, this division reduces the cost of customer service and provides the possibility of developing and expanding services to similar customers. In this regard, it is necessary to identify and analyze the effective factors in the optimal implementation of this system, which requires strong and powerful research. The dependent variable of this research is marketing performance[2] in the social insurance of villagers and nomads, which is influenced by the independent variable called customer relationship management (CRM). The known aspects of the whole system structure (CRM) problem, whose dimensions are almost known and evident, include knowledge management, technology, proper organization, and focus on key customers. According to the mentioned topics and the importance of identifying the structure of the rural social insurance fund and matching it with the general structure (CRM) to answer the question whether the dimensions of customer relationship management (knowledge management, technology, proper organization, focusing on key customers) are related to the dimensions of marketing performance (trust and satisfaction) of the social insurance fund of the villagers and nomads of Ardabil province or not? It is an unknown and identifiable aspect of this research.

1-3- Importance and necessity of the subject

The social insurance fund of villagers and nomads is considered one of the dynamic and important institutions in many countries of the world. These social insurance agencies are very important due to the features and benefits they have for society. Rural and nomadic social insurance agencies create peace and social welfare in the rural society by transferring the risk from the villagers and the deprived classes to themselves.

The rural and nomadic social insurance fund invests them in investment companies or economic activities with the insurance premiums they collect from people, and in addition to providing for their future needs, they contribute to the economic growth of the country.                                                                                                            

In order to provide appropriate services to policyholders, insurance companies, including the Social Insurance Fund of Villagers and Nomads, must have close relations with insurance buyers who are rural, nomadic and farmers, in order to be aware of their needs and provide appropriate insurance services to meet those needs.