The role of using social networks and electronic customer relationship management in improving the marketing performance of insurance companies

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ASGARNEZHAD NOURI BAGHER; Gholipour Adel; Beigi Firoozi Allahyar

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Journal Paper

Paper Information

Journal: صنعت لاستیک ایران Year:2022 | Volume:26 | Issue:105 Page(s): 57-74

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Title

The role of using social networks and electronic customer relationship management in improving the marketing performance of insurance companies

Author(s)

ASGARNEZHAD NOURI BAGHER | Gholipour Adel | Beigi Firoozi Allahyar | Issue Writer Certificate

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Abstract

Insurance companies need information about the needs and wants of customers to attract and retain customers and improve their performance, and access to this information is possible through constant communication with them. Due to the expansion of the use of information technology in recent years, one of the most effective methods used to communicate with customers is the use of social networks and the implementation of electronic customer relationship management. The purpose of this study is to investigate the role of using social networks and electronic customer relationship management in improving marketing performance in insurance companies. The statistical population includes the managers and employees of these companies, which is a total of 280 people. A sample of 162 people was obtained based on Morgan table, and finally 155 questionnaires were collected. Structural equation model with LISREL software was used to analyze the data. The results show that the use of social networks and success in implementing e-customer relationship management has a positive effect on the marketing performance of insurance companies. The use of social networks also has a positive effect on the success of the implementation of electronic customer relationship management. Success in implementing e-customer relationship management has also played a mediating role in the relationship between the use of social media and the marketing performance of insurance companies.

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APA: Copy

ASGARNEZHAD NOURI, BAGHER, Gholipour, Adel, & Beigi Firoozi, Allahyar. (2022). The role of using social networks and electronic customer relationship management in improving the marketing performance of insurance companies. IRANIAN RUBBER MAGAZINE, 26(105 ), 57-74. SID. https://sid.ir/paper/1044144/en

Vancouver: Copy

ASGARNEZHAD NOURI BAGHER, Gholipour Adel, Beigi Firoozi Allahyar. The role of using social networks and electronic customer relationship management in improving the marketing performance of insurance companies. IRANIAN RUBBER MAGAZINE[Internet]. 2022;26(105 ):57-74. Available from: https://sid.ir/paper/1044144/en

IEEE: Copy

BAGHER ASGARNEZHAD NOURI, Adel Gholipour, and Allahyar Beigi Firoozi, “The role of using social networks and electronic customer relationship management in improving the marketing performance of insurance companies,” IRANIAN RUBBER MAGAZINE, vol. 26, no. 105 , pp. 57–74, 2022, [Online]. Available: https://sid.ir/paper/1044144/en

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