نوع مقاله : مقاله پژوهشی( کیفی )
نویسندگان
1 دانشجوی دکتری،گروه مدیریت بازرگانی،واحد قزوین،دانشگاه آزاد اسلامی،قزوین ،ایران
2 گروه مدیریت بازرگانی،دانشکده مدیریت،واحد تهران مرکز،دانشگاه آزاد اسلامی ،تهران ،ایران
3 ﮔﺮوه ﻣﺪﻳﺮﻳﺖ ﺑﺎزرﮔﺎﻧﻲ ، واﺣﺪ ﺗﻬﺮان ﺷﻤﺎل ، داﻧﺸﮕﺎه آزاد اﺳﻼﻣﻲ ، ﺗﻬﺮان ، اﻳﺮان.
کلیدواژهها
عنوان مقاله English
نویسندگان English
The aim of this study is to present a model of customer participation in insurance services in the context of social media. The research method is applied in terms of its purpose and qualitative in terms of its implementation method, based on the grounded data method. The statistical population of the study includes 8 insurance management experts. The sample size was carried out using the snowball sampling method. Semi-structured interviews were used to collect information. The grounded data technique and MAXQDA software were used to analyze the data. The research findings showed that the pivotal phenomenon is influenced by 13 indicators or causal factors, and 6 indicators or contextual factors and 10 intervening factors are able to affect customer participation in insurance services in the context of social media. In addition, the research results led to the identification of 6 different strategies that can be effective in achieving 6 different outcomes of customer participation in insurance services in the context of social media.
کلیدواژهها English
