Investigating the impact of marketing intelligence on green insurance activities from the customers' points of view

Memarzadeh, D.; Jamali, G.

doi:10.22056/ijir.2024.04.05

Document Type : Original Research Paper

Authors

D. Memarzadeh ¹
G. Jamali ²

¹ Department of Business Management, Faculty of Management, Kherad Higher Education Institute, Bushehr, Iran

² Department of Industrial Management, Faculty of Business and Economics, Persian Gulf University, Bushehr, Iran

https://doi.org/10.22056/ijir.2024.04.05

Abstract

BACKGROUND AND OBJECTIVES: Nowadays, companies are required to pay more attention to the environment based on an increase in environmental laws and an increase in public sensitivity to environmental issues. The current research is conducted with the aim of investigating the effect of marketing intelligence on green insurance activities from the customers' points of view (case study of Sarmad insurance agencies in Bushehr province).
METHODS: In terms of purpose, the present research is applied, and in terms of implementation method, it is descriptive-survey of correlational type. The statistical population of this research consists of customers of Sarmad Insurance in Bushehr province. In order to identify the statistical sample size, simple random sampling was used and the sample size was determined to be 384 people. The tool for measuring research variables is a questionnaire, which was used to check the validity and reliability of SPSS software. The content validity of the questionnaire was confirmed by the opinion of experts and the incomprehensible items were removed. Structure validity was confirmed using the confirmatory factor analysis and sampling adequacy indices and Bartlett's significance value. The reliability of the questionnaire was obtained using Cronbach's alpha coefficient and the total reliability value was 0.93. Also, to check the research hypotheses, the structural equation model (partial least square), SmartPLS software was used.
FINDINGS: The findings of the research indicate that the intelligence of marketing on green insurance activity with the value of t-statistics (13.13), the effectiveness and usefulness of green insurance activities with the value of t-statistics (7.48), the support of information and communication technology on green insurance activity with t-statistic value (8.83), market opportunity on green insurance activity with t-statistic value (6.36), competitive risk on green insurance activity with t-statistic value (5.31) and internal records on insurance activity green has a positive and significant effect with the value of t-statistic (4.88).
Conclusion: Using the structural equation modeling, the research hypotheses can be investigated. The result of the research shows that market intelligence has the highest impact and internal records have the lowest impact on green marketing activity in Sarmad Insurance.

Keywords

Main Subjects

Marketing and Sales

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Iranian Journal of Insurance Research

Investigating the impact of marketing intelligence on green insurance activities from the customers' points of view

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Volume 13, Issue 4 - Serial Number 50
August 2024
Pages 345-360

Investigating the impact of marketing intelligence on green insurance activities from the customers' points of view

References

References

Letters to Editor

Send comment about this article

Volume 13, Issue 4 - Serial Number 50August 2024Pages 345-360

Volume 13, Issue 4 - Serial Number 50
August 2024
Pages 345-360