A relação entre a atitude com a publicidade em sms e a intenção de compra de clientes (estudo de caso; saman insurance co)

This research tries to investigate the application of mobile phones for marketing (via SMS) in the insurance industry according to the rapid progress at the used technologies in mobile phones and their increasing use in various industries. In fact, its aim was to investigate the effect of an SMS advertising on the individual attitude of the advertising, their attitude to the brand and their attitude effect on purchase intention. So, a model includes the components of an advertising message which may affect the attitude toward advertising has been presented. These components were; advertising perceived as valid, the attitude to mobile advertising, the quality of the argument, the incentive, attractiveness, interaction, the perceived attempt, the perceived emotional involvement and the perceived cognitive involvement. A questionnaire has been provided based on these factors and has been distributed among 384 of the sample sizes. The collected data have been analyzed by Smart PLS 2.0 software. The results indicated that the attitude to advertising has a direct effect on the attitude to the brand, attitude to the brand has a direct effect on the attitude to purchase intention and attitude to advertising has a direct and positive effect on purchase intention. Also, all the above-mentioned components have positive effect on attitude to advertising.investigación hace un esfuerzo en investigar la aplicación de teléfonos móviles para la comercialización (a través de SMS) en la industria de seguros de acuerdo con el rápido progreso de las tecnologías utilizadas en teléfonos móviles y su creciente uso en diversas industrias. De hecho, su objetivo era investigar el efecto de una publicidad SMS sobre la actitud individual hacia la publicidad, su actitud hacia la marca y su efecto de actitud sobre la intención de compra. Por lo tanto, un modelo incluye los componentes de un mensaje publicitario que puede afectar la actitud ante la publicidad. Estos componentes fueron; Publicidad percibida como válida, la actitud hacia la publicidad móvil, la calidad del argumento, el incentivo, el atractivo, la interacción, el intento percibido, la implicación emocional percibida y la implicación cognitiva percibida. Se ha proporcionado un cuestionario basado en estos factores y se ha distribuido entre 384 del tamaño de la muestra. Los datos recopilados han sido analizados por el software Smart PLS 2.0. Los resultados indicaron que la actitud hacia la publicidad tiene un efecto directo sobre la actitud hacia la marca, la actitud hacia la marca tiene un efecto directo sobre la actitud hacia la intención de compra y la actitud hacia la publicidad tiene un efecto directo y positivo en la intención de compra. Además, todos los componentes mencionados anteriormente tienen un efecto positivo en la actitud hacia la publicidad.Esta pesquisa tenta investigar a aplicação de telefones celulares para marketing (via SMS) no setor de seguros, de acordo com o rápido progresso das tecnologias usadas em telefones celulares e seu crescente uso em diversos setores. De fato, seu objetivo foi investigar o efeito da propaganda por SMS na atitude individual em relação à publicidade, sua atitude em relação à marca e seu efeito de atitude sobre a intenção de compra. Portanto, um modelo inclui os componentes de uma mensagem publicitária que podem afetar a atitude em relação à publicidade. Esses componentes eram; publicidade percebida como válida, a atitude em relação à publicidade móvel, a qualidade do argumento, o incentivo, a atratividade, a interação, a intenção percebida, o envolvimento emocional percebido e o envolvimento cognitivo percebido. Um questionário baseado nesses fatores foi fornecido e distribuído entre 384 do tamanho da amostra. Os dados coletados foram analisados pelo software Smart PLS 2.0. Os resultados indicaram que a atitude para com a publicidade tem um efeito direto sobre a atitude da marca, a atitude para com a marca tem um efeito direto sobre atitudes em relação a intenção de compra e atitude em relação a publicidade tem um efeito direto e positivo na Intenção de compra Além disso, todos os componentes mencionados acima têm um efeito positivo na atitude em relação à publicidade

Are the risks of New Technology-Based Firms (NTBFs) insurable?

In addition to the important role of the development of NTBFs in the sustainable development of the country, these businesses have always been exposed to risks that threaten both the life and success of these companies. For this reason, the protection of these businesses has been considered by policymakers and legislators, and in the law to protect these companies, the insurance industry is obliged to support it. In this study, an attempt has been made with the assumption that the main reason for this failure is the lack of correct and comprehensive identification of risks, the risks faced by Iranian NTBFs, and to provide practical solutions to manage these risks. The present research is applied in terms of purpose and survey in terms of implementation method. The statistical population of the study is the managers of licensed and active companies and the stratified sampling method has been used by randomly selecting the members of the classes. Categories were considered the areas of activity of companies. The analysis of this study was based on 175 interviews with managers of NTBFs in 25 provinces in 2016. The result of the interviews was the identification of 23 risks. The results showed that although most of the risks faced by NTBFs are not insurable, to cover some of these risks, the capacities of the insurance industry can be used. For this reason, while explaining the identified risks, it was discussed in cases where there was an insurance solution for each of these risks

Readiness assessment of Islamic micro-finance institution to implement micro-insurance concept (case of Iran)

Purpose – The purpose of this paper is to assess readiness of Iranian micro-finance institutes (MFIs) to perform micro-insurance activities. Design/methodology/approach – A five-variable model was used. Each variable was assessed using a special dimension of readiness. Row data were gathered through a closed interview containing 34 questions using the Likert scale. Interviewees included 30 experts working as top managers in 15 selected Iranian MFIs (consisting of banks, finance and credit institutes and Qarzol-hasane). Findings – The score for general readiness of MFIs in Iran revealed a remarkable figure. Accordingly, it is suggested that these institutes should enter this business field incrementally and invest in this particular domain. Research limitations/implications – The sample was not truly random, as the professionals in this field are not easily accessible. The factors that were used for the study were based on a review of past researches and the factors were chosen after deliberation and reliability tests. However, this study may not have chosen all possible factors. The research findings are limited to MFIs of Iran. The findings cannot be generalized to other institutions or industries. Originality/value – The paper reveals the importance of the readiness assessment in successful microinsurance implementation by Islamic MFIs and introduces a basic model for this type of readiness assessment that can be used in other countries.Financial institutions, Insurance, Insurance companies, Iran, Islam

Develop an Educational Model Based on Proposed Value in Ports and Maritime Organization (Using Grounded Theory and Interactive Qualitative Analysis)

The Educational model in the port and maritime organization is a model that establishes a method based on training people who can make balance between demands and cost supplies.  The study area is the Ports and Maritime Organization (Shahid Rajaee Port), 15 km from Band Abbas in Hormozgan province. The statistical population (N), in the first qualitative phase for formulating the grounded theory model, is the statistical population consisting of legal customers of owners of goods, shipping lines including bulk, containers and downloading and loading companies of Hormozgan Ports and Maritime Administration. In the second qualitative phase and in the interactive qualitative analysis, the statistical population consists of experts related to the research topic in the form of a focus group. In the qualitative part of the grounded theory, maxqda software was used for initial data analysis. Despite extensive studies by researchers in port areas, customers and the value provided to them has not received much attention by Iranian researchers. Accordingly, the development this educational model with appropriate explanatory power to examine the nature of proposed value-based competitiveness (from the customers' point of view) and how and why value-based competitiveness necessitated the need to conduct the present study and it was attempted to fill the main gap between an ideal situation and an existing situation, that is the lack of access to a local model with suitable explanation power

Ultra Innovative Approach to Integrate Cellphone Customer Market Segmentation Model Using Self Organizing Maps and K-Means Methodology

The utilization of 3G and 4G is rapidly increasing and also cellphone users are briskly changing their consumption behavior, using preferences and shopping manner. Accordingly, cellphone manufacturers should create an accurate insight of their target market and provide a “special offer” to their target consumers. In order to reach a correct understanding of the target market, consumption behavior and lifestyle of the submarkets we found the appropriate number of community clusters after criticizing the traditional methods and introducing market segmentation techniques which were based on neural networks. By utilizing the fuzzy Delphi technique, variables of target market segmentation were found. Finally, the obtained clusters and segmentations of the market were refined by using the techniques of K-means and aggregation (Agglomerative). The population of this research included the consumers of mobile in Tehran with a sample of 130 specimens after collecting data through questionnaires, results demonstrated that the Tehran cellphone market was comprised of 5 Clusters, each one are capable of implementing marketing strategy and marketing mix separately with taking into account the competitive advantages of ICT companies to maximize their demand and margin

Providing a Framework for Reforming Premium Rates of Vehicle Collision Coverage with Using Neural Networks Model (A Case Study of Asia Insurance Company)

Since vehicle collision coverage, unlike what it seems, is not very profitable for insurance companies and is moving towards making losses, this paper considered the adequacy of measures and rates used by insurance companies, and intended to optimize the methods by employing more scientific approaches. In order to do so, first, the factors affecting the risk of policy holders were identified and after comparing these factors with existing data in the database of surveyed company, the final factors were selected. Then, after preprocessing these data, prediction of the damage class and the quantity of policyholders’ potential damages were accomplished using neural networks model. So that, with using these results and considering their damage ratio, insurance companies could define optimized premium rates for their policies. The results showed that the offered model was able to predict the damage class and potential damages of policy holders respectively with 91 and 87 percent accuracy