Identify and prioritize marketing mix from the customer's perspective (4C) on the competitiveness of insurance companies using DEMATEL technique (Case studies: Tehran Insurance Companies)

Change is one of the key features of organizations in the new competitive era. The greater the environmental changes, organizations should respond to it by changing data accordingly or morethan environmental changes. Competitiveness of an organization is debatable based on two factorsincluding sources and market-based approach. Insurance companies are companies that operate in competitive conditions and as a resultcompetitiveness is of importance to companies active in this field. In this study, the impact ofcustomer-centric marketing mix on the competitiveness of the company has been studied. Customer- Friendly value, customer cost, ease of purchase and relations with customers arecomponents of customer-centric marketing mix .quality, innovation, customer responsiveness and efficiency are the pillars of competitiveness of the company.Current Study is a practical study of correlation type. All clients involved in insurance Companies in Tehran make up the statistical population of the study and a sample of 384 clients were selected. A questionnaire was used to collect the data. Cronbach's alpha factor was used for reliability.structural validity and content validity has been conducted as well .Relationships between elements of the marketing mix and competitiveness were studied using Confirmatory factor analysis technique. The results of this study have shown that the impact of loading standard customer-centricmarketing mix on the competitiveness of the company is 89%. This amount of influence indicates the significant impact of, "customer-centric marketing mix, on "company's competitiveness". In order to prioritize the marketing mix factors in terms of the amount of impact on thecompetitiveness from customers 'perspective ,one of the multi-criteria decision making techniques called DEMATEL was used .The results show that the highest impact on the competitiveness of the insurance company include: the Customer costs, value of a customer-friendly, easily buy, Relations

کلیدواژه ها:

Competitiveness ، integrated marketing ، customer centric ، multi-criteria decision making MADM ، DEMATEL techniques