شناسايي موئلفه هاي موثر بر بخش بندي مشتريان؛ كسب وكارهاي بيمه در بازار ايران

The identification of factors affecting the segmentation of customers, the insurance businesses in Iran

اﻣﺮوزه ﺗﻌﺎﻣﻞ ﻣﻮﺳﺴﺎت ﺑﯿﻤﻪ اي ﺑﺎ ﻣﺸﺘﺮﯾﺎن ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺷﺮاﯾﻂ رﻗﺎﺑﺘﯽ و اﻗﺘﺼﺎدي ﺣﺎﮐﻢ ﺑﺮ ﺑﺎزار ﺑﻪ ﻃﻮر ﻗﺎﺑﻞ ﺗﻮﺟﻬﯽ ﻧﺴﺒﺖ به گذﺷﺘﻪ ﺗﻐﯿﯿﺮ ﯾﺎﻓﺘﻪ اﺳﺖ. ﺷﻨﺎﺳﺎﯾﯽ وﯾﮋﮔﯽ ﻫﺎي ﻣﺸﺘﺮﯾﺎن ﻣﺨﺘﻠﻒ و ﺗﺨﺼﯿﺺ ﺑﻬﯿﻨﻪ ﻣﻨﺎﺑﻊ ﺑﻪ آﻧﻬﺎ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ارزﺷﯽ ﮐﻪ ﺑﺮاي اﯾﻦ موﺳﺴﺎت دارﻧﺪ، ﺑﻪ ﯾﮑﯽ از دﻏﺪﻏﻪ ﻫﺎي اﺻﻠﯽ در اﯾﻦ ﺣﻮزه ﺗﺒﺪﯾﻞ ﺷﺪه اﺳﺖ. ﻫﺪف اﯾﻦ ﻣﻘﺎﻟﻪ ﺷﻨﺎﺳﺎﯾﯽ ﻣﺆﻟﻔﻪ ﻫﺎي ﻣﻮﺛﺮ ﺑﺮ ﺑﺨﺶ ﺑﻨﺪي ﻣﺸﺘﺮﯾﺎن در ﮐﺴﺐ و ﮐﺎرﻫﺎي ﺑﯿﻤﻪ در ﺑﺎزار اﯾﺮان ﻣﯽ ﺑﺎﺷﺪ. روش ﺑﻪ ﮐﺎر ﺑﺮده ﺷﺪه در اﯾﻦ ﺗﺤﻘﯿﻖ از ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدي ﺑﺮ اﺳﺎس ﻧﺤﻮه ﮔﺮدآوري اﻃﻼﻋﺎت، از روش ﭘﯿﻤﺎﯾﺸﯽ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري اﯾﻦ ﺗﺤﻘﯿﻖ ﮐﺎرﺷﻨﺎﺳﺎن و ﻣﺪﯾﺮان ﺳﺎﺧﺘﻤﺎن ﻫﺎي ﻣﺮﮐﺰي ﺷﺮﮐﺖ ﻫﺎي ﺑﯿﻤﻪ درﺷﻬﺮﺗﻬﺮان اﺳﺖ ﮐﻪ ﮐﻪ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺟﺪول ﻣﻮرﮔﺎن 92 ﻧﻔﺮ از ﮐﺎرﺷﻨﺎﺳﺎن و ﻣﺪﯾﺮان به ﻋﻨﻮان ﻧﻤﻮﻧﻪ اﻣﺎري اﯾﻦ ﺗﺤﻘﯿﻖ اﻧﺘﺨﺎب و ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﯿﻦ آﻧﻬﺎ ﺗﻮزﯾﻊ ﮔﺮدﯾﺪ. در ﻧﻬﺎﯾﺖ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﺘﺎﯾﺞ ﺑﻪ دﺳﺖ آﻣﺪه از اﯾﻦ ﺗﺤﻘﯿﻖ ﻣﯽ ﺗﻮان ﮔﻔﺖ ﮐﻪ ﺑﺮاﺳﺎس ﺷﺎﺧﺺ ﻫﺎي ﻣﺪل آر.اف.ام. (RFM) ارزش ﭘﻮﻟﯽ ﻣﺒﺎدﻟﻪ، ﺗﮑﺮار ﻣﺒﺎدﻟﻪ و ﺗﺎزﮔﯽ ﻣﺒﺎدﻟﻪ ﺑﺮ ﺑﺨﺶ ﺑﻨﺪي ﻣﺸﺘﺮﯾﺎن درﮐﺴﺐ و ﮐﺎرﻫﺎي ﺑﯿﻤﻪ در ﺑﺎزار اﯾﺮان ﻣﻮﺛﺮ ﻣﯽ ﺑﺎﺷﻨﺪ. ﺑﺴﯿﺎري از ﻣﺪﯾﺮان ﻣﻌﺘﻘﺪﻧﺪ ﮐﻪ ﺷﺮﮐﺖ ﻧﺒﺎﯾﺪ ﺑﺮاي دﺳﺖ آوردن ﻫﺮ ﻣﺸﺘﺮي در ﻫﺮ ﺳﻄﺢ از ﺳﻮدآوري، ﻫﺰﯾﻨﻪ ﭘﺮداﺧﺖ ﮐﻨﺪ، ﺑﻠﮑﻪ ﺑﺎﯾﺪ ﻣﻨﺎﺑﻊ ﻣﺤﺪود ﺧﻮد را در ﺟﻬﺖ ﮐﺴﺐ و نگهداري ﻣﺸﺘﺮﯾﺎن ﮐﻠﯿﺪي ﺷﺮﮐﺖ ﺑﻪ ﺻﻮرت ﺑﻬﯿﻨﻪ ﺻﺮف ﻧﻤﺎﯾﺪ.

Nowadays, interaction of insurance institutions with customers has been more expanded compared to past considering the economic and competitive conditions ruling the market. It has been a concern in this scope to identify specifications of various customers and optimal allocation of resources considering the value of them for these institutions. This study was conducted to identify factors affecting segmentation of customers in insurance businesses of Iranian market. The used method of this study was applied in terms of objective and survey method was used in terms of data collection method. Statistical population of study consisted of experts and managers of central buildings of insurance companies in Tehran; according to Morgan Table, 92 experts and managers were selected as statistical sample then questionnaires were distributed among them. Considering the results obtained from this study, it can be stated that benchmarks of RFM model including monetary value of exchange, frequency of exchange and recency of exchange on customer segmentation in insurance businesses of Iran’s market. Many of managers believe that company should not pay any cost to obtain any customer at every profitability level, but they should spend their limited resources optimally in order to obtain and maintain key customers of company.