Developing a value creation model in the insurance industry with a focus on blockchain technology.

Insurance industry is one of the most important competitive areas of the country. This makes it inevitable to direct the organizational structure and resources of insurance organizations towards value creation in order to use attractive opportunities in the most favorable way in order to attract customers' support. Therefore, the current research has focused on designing a value creation model in the insurance service industry with a focus on blockchain technology..

The current research is exploratory in terms of its purpose and applied research in terms of the type of use, in which the qualitative method and grounded theory are used. The statistical population in the theoretical background section included scientific articles related to the topic on Google and Science Direct during the years 2015 to 2022, and in the semi-structured interview section included public and private insurance experts. The research experts were selected from six top private insurance companies including Asia, Dana, Pasargad and Kausar, Parsian and Saman(based on the Central Insurance report) and two government insurance companies(Iran and Central Insurance) using a targeted sampling method. In this research, the field and library method and the survey and interview tools were used to collect data.

The data were analyzed in three stages of open, central and selective coding. Max QDA 18 software was used for data analysis. A total of 678 codes(from 57 articles and 14 interviews) were extracted in the form of 32 main categories and 57 subcategories.

The implementation of the value creation process in the insurance industry from the platform of blockchain technology will lead to a more coherent management of insurance risk and losses, Automatic implementation of insurance processes and finally a long-term relationship with customers.