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Examining the Development of Social Media Platform Capabilities in Enhancing Customer Participation in Iran's Insurance Financial Services
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Mahnaz Karimi1   , Hasan Esmaeilzadeh2 , Hamidreza Saeidnia3 |
1- PhD student, Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
2- Assistant Professor, Department of Business Administration, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran. , has.esmaeilpour@iauctb.ac.ir
3- Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran. |
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Abstract: (24 Views) |
The primary objective of this study is to examine the development of social media platform capabilities in enhancing customer engagement in Iran’s insurance services. This research seeks to identify and analyze the fundamental factors contributing to the advancement of these capabilities and fostering effective interactions between customers and insurance companies. Initially, to explore the essence of the concept, extract themes, categories, relationships, and present a conceptual model in this domain, a qualitative research method based on Strauss and Corbin’s grounded theory approach was employed. Semi-structured interviews were conducted with 10 experts in the field. Subsequently, to generalize the qualitative findings and analyze the data, a structured questionnaire was designed and distributed among 440 customers of insurance companies in Tehran. The collected data was analyzed using Smart PLS3 software. The findings revealed that the concept of social media capabilities in improving customer engagement encompasses 18 indicators categorized into 6 major concepts, which were implemented in the research’s conceptual model. Moreover, the analysis of relationships among the components demonstrated significant and appropriate impacts in the quantitative study. Ultimately, the development of social media platform capabilities, as a strategic tool, redefines communication patterns and serves as a foundation for value-creating interactions, strengthening mutual trust, and enhancing informed customer engagement in Iran’s insurance services. This study provides valuable insights into the transformative role of social media in advancing the insurance industry.
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Article number: 21 |
| Keywords: Capability Development, Social Media, Customer Engagement Enhancement, Insurance Financial Services. |
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Full-Text [PDF 1929 kb]
(11 Downloads)
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Article type: Research |
Subject:
General
Received: 2023/11/10 | Accepted: 2023/12/31 | Published: 2024/01/30
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