Proposing a Social Marketing Model for The Insurance Industry Using a Combined Fuzzy Delphi and Dematel Approach

The purpose of this research is to design the social marketing model of the insurance industry by using the fuzzy Delphi and Dimtel approach. This study was carried out in two qualitative and quantitative parts by fuzzy Delphi and DIMTEL methods. In the qualitative part, the primary components were identified by studying the research literature and conducting interviews with 13 experts. Then, by the fuzzy Delphi method, finally 113 sub-components in the form of 8 main components were selected as social marketing components in the insurance industry. In the quantitative section, a pairwise comparison questionnaire was designed based on the identified components and was provided to the statistical sample who are experts in the qualitative section. Based on the findings of the qualitative section, the main components are: 1) creating value and new ideas 2) expanding insurance knowledge and insight 3) resourcefulness in life and changing attitudes regarding insurance services 4) creating a sense of need for Insurance in people 5) society culture 6) customer orientation 7) attention to the society 8) foresight. According to the results of the quantitative section, insurance culture, customer orientation and attention to the society are the most influential components in social marketing in the insurance industry.