Document Type : Research/ Original/ Regular Article
Authors
1
Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2
Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili. Ardabil, Iran.
3
Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran
Abstract
The present study was conducted with the aim of designing a paradigm model for the development of omnichannel distribution in the Iranian insurance industry through a qualitative approach
grounded in theory. The statistical population of the study included all experts and specialists in the insurance industry and marketing distribution professors from universities who were interested in the field of omnichannel distribution in the insurance industry. The first sample was selected for the interview using the expert judgment sampling method, and the snowball sampling method was used to select other members until the theoretical saturation stage of the categories was reached (13th interview). After experimenting and analyzing the data in MAXQDA software, through open and axial coding processes, research categories were identified and categorized, and through selective coding process, the paradigm model of the research was presented. The findings showed that the causal conditions include customer behavior stimulation, use of digital marketing capabilities, use of internal marketing capabilities, training and development of human resources, customer demands and customer drivers, and structural requirements, human requirements, technological requirements and environmental requirements play the role of background conditions for the development of omnichannel distribution in the insurance industry. In order to form the axial category of omnichannel distribution, information management measures, laws and regulations, and monitoring and control are needed, which can be achieved by considering the strategies of omnichannel distribution advertising campaign with attractive content and policies of integration of distribution channels, flexibility and adaptability.
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