Identify and Evaluate the Components of Cause-Related Marketing in the Insurance Industry

Benevolent marketing is one of the new and ethical strategies of marketing businesses to create special value for the customer, according to which a direct relationship between selling the product and helping the business to a charity or charity is defined and promoted to fulfill responsibility. Becomes corporate social. The main purpose of this article is to identify and rank benevolent marketing indicators in the insurance industry.

This applied research was conducted with a mixed approach (qualitative and quantitative). Society and statistical sample of research in the qualitative part including academic experts, managers and experts of insurance companies in Asia, Iran and Alborz, 15 of whom were selected as a sample in a purposeful manner and in the quantitative part includes; The customers of the branches of Asia, Iran and Alborz Insurance companies in Yasuj were 250 people who were selected as a sample by available means. The data collection tool was an interview in the qualitative part and a researcher-made questionnaire in the quantitative part (resulting from the qualitative part). Data analysis was performed based on Delphi method (qualitative) and FANP fuzzy network analysis process (quantitative).

The research results show that there are various factors on the success of benevolent marketing campaigns as its components in the insurance industry that can be summarized in five main factors. Also components; Increased brand sales, the price of services provided by the insurance industry, and the size of charitable contributions gained the most weight among the sub-indicators of these five components.

Factors such as: financial results for the company, service marketing mix (p), and organizational support form, social results for the company and customer characteristics lead to insurance turning to benevolent marketing and its success.