بررسی تأثیر استراتژی سازمانی بر تقاضای بیمه عمر (مورد مطالعه: شرکت های بیمه استان بوشهر)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت کسب و کار، گروه مدیریت، واحد بوشهر، دانشگاه آزاد اسلامی، بوشهر، ایران.

2 استادیار مدیریت، گروه مدیریت، مؤسسه آموزش عالی خرد، بوشهر، ایران.

چکیده

بیمه عمر مانند سایر بیمه‌ها، پاسخ‌گوی تشویش و نگرانی خاطر افراد یـک جامعـه است. نگرانی بیمه گذار از حوادث نامنتظره مثل ازکارافتـادگی و فـوت اسـت یـا از  تغییر شرایط درآمدی و اقتصادی خانواده سرچشمه مـی‌گیـرد. در ایـن نـوع بیمـه، بیمه گذار می‌تواند بر حسـب شـرط دریافـت مزایـای بیمـه نامـه (حیـات یـا فـوت بیمه شده)، نحوه دریافت مزایا (یکجا یا به صورت مستمری)، زمان دریافت مزایـا و پرداخت حق بیمه، هر نوع بیمه نامـه‌ای را کـه پاسـخ‌گـوی نیازهـایش باشـد، خریداری کند. این پژوهش به‌منظور بررسی تأثیر استراتژی سازمانی بر تقاضای بیمه عمر در شرکت‌های بیمه استان بوشهر انجام شد. در این پژوهش متغیرهای پژوهش به‌وسیله پرسشنامه مورد ارزیابی قرار گرفت. پرسشنامه بین 136 نفر نمونه از جامعه آماری شامل کلیه مدیران و کارشناسان شرکت‌های بیمه استان بوشهر توزیع شد. روش تحقیق توصیفی از نوع همبستگی بود. جهت پاسخ به سؤالات و بررسی فرضیات تحقیق با نرم‌افزار Smart-PLS از روش بررسی معادلات ساختاری و تحلیل مسیر به روش حداقل مربعات جزئی استفاده گردید. نتایج پژوهش حاکی از آن است که هر سه استراتژی سازمانی (استراتژی رسوخ در بازار، استراتژی توسعه و استراتژی توسعه محصول) بر تقاضای بیمه عمر در شرکت‌های بیمه استان بوشهر تأثیر معنی‌داری دارند. نتایج همچنین نشان داد که استراتژی توسعه محصول بیشترین تأثیر را بر تقاضای بیمه عمر در شرکت‌های بیمه استان بوشهر دارد. 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the Impact of Organizational Strategy on Life Insurance Demand (Case study: Bushehr insurance companies)

نویسندگان [English]

  • Azimeh Hamidian 1
  • Esmaeil Kamalirad 2
1 Master of Business Management, Department of Management, Bushehr Branch, Islamic Azad University, Bushehr, Iran.
2 Assistant Professor of Management, Department of Management, Kherad Institute of Higher Education, Bushehr, Iran.
چکیده [English]

Life insurance, like other insurances, is the answer to the worries and anxieties of the people of a society. The insurer's concern stems from unexpected events such as disability and death, or from changes in the family's income and economic conditions. In this type of insurance, the insurer can, depending on the condition of receiving the insurance benefits of the insurance (life or death of the insured), how to receive the benefits (lump sum or as a pension), the time of receiving the benefits and paying the premium, any insurance policy that answer his needs, buy. This study was conducted to investigate the effect of organizational strategy on life insurance demand in insurance companies in Bushehr province. In this study, research variables were evaluated by a questionnaire. The questionnaire was distributed among 136 sample people from the statistical population, which is all managers and experts of insurance companies in Bushehr province. The research method was descriptive-correlational. To answer the questions and test the research hypotheses with Smart-PLS software, the method of studying structural equations and path analysis using the partial least squares (PLS) method was used. The results indicate that all three organizational strategies (market penetration strategy, development strategy and product development strategy) have a significant effect on life insurance demand in insurance companies in Bushehr province. The results also showed that the product development strategy has the greatest impact on life insurance demand in insurance companies in Bushehr province.

کلیدواژه‌ها [English]

  • organizational strategies
  • Product Development Strategy
  • Life Insurance Demand
  • Insurance Companies

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