IDEAS home Printed from https://ideas.repec.org/a/bco/mbraaa/v3y2016p86-96.html
   My bibliography  Save this article

Identifying and prioritizing the effect of marketing mix from the customer’s perspective (4C) on the competitiveness of insurance companies using DEMATEL technique: A case study of Tehran Insurance Companies

Author

Listed:
  • Elmira Manafzadeh

    (Department of Industrial Management, Faculty of Management and Accounting, Islamic Azad University, Karaj Branch, Karaj, Iran)

  • Ali Ramezani

    (Department of Industrial Management, Faculty of Management and Accounting, Islamic Azad University, Karaj Branch, Karaj, Iran)

Abstract

Competitiveness of an organization is debatable based on sources and market-based approach. In this study, the impact of customer-centric marketing mix on the competitiveness of the company was studied. All clients involved in insurance companies in Tehran were the statistical population of the study and a sample of 384 clients were selected. A questionnaire was used to collect the data. Relationships between elements of the marketing mix and competitiveness were studied using confirmatory factor analysis technique. The results of the data analysis indicated the significant effect of customer-centric marketing mix on company’s competitiveness. To prioritize the marketing mix factors in terms of the amount of impact on the competitiveness from customers’ perspective, a DEMATEL technique was used. The results also indicated that the highest impact on the competitiveness of the insurance company include the customer costs, value of a customer-friendly, easily buy, and relations.

Suggested Citation

Handle: RePEc:bco:mbraaa::v:3:y:2016:p:86-96
DOI: 10.33844/MBR.2016.60207
as

Download full text from publisher

File URL: https://api.eurokd.com/Uploads/Article/768/MBR.2016.60207.pdf
Download Restriction: no
File URL: https://libkey.io/10.33844/MBR.2016.60207?utm_source=ideas
LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
---><---

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bco:mbraaa::v:3:y:2016:p:86-96. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sara Gunen (email available below). General contact details of provider: .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.