Designing a Paradigmatic Model for the Development of Omnichannel Distribution in the Iran's Insurance Industry

Document Type : Research/ Original/ Regular Article

Authors

1 Ph.D. student Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

2 Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran.

3 Associate prof, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran.

4 Professor Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran.

Abstract

In the present era, with the expansion of digital technologies in the insurance industry, customer expectations have also changed and they now demand access to insurance services through all available traditional and digital channels. This omnichannel distribution not only increases customer satisfaction and loyalty, but by improving operational efficiency and reducing distribution costs, it helps insurance companies attain a better position in today’s competitive market. Accordingly, the present study was conducted with the aim of designing a paradigmatic model for developing omnichannel distribution in Iran’s insurance industry through a qualitative grounded theory strategy. The statistical population of the study included all experts and specialist professionals in the insurance industry and university faculty members of marketing distribution who were interested in the field of omnichannel distribution in the insurance industry. Using purposive expert sampling, the first sample was selected for interview and, to select additional members, the snowball sampling method was used until the stage of theoretical saturation of categories was reached (the 13th interview). After analyzing the data in MAXQDA software, the study’s categories were identified and classified through open and axial coding processes, and the paradigmatic model of the research was presented through selective coding. Findings showed that causal conditions include stimulating customer behavior, leveraging digital marketing capabilities, employing internal marketing capabilities, training and developing human resources, customer demands, and customer drivers; structural requirements, human requirements, technological requirements, and environmental requirements play the role of contextual conditions for developing omnichannel distribution in the insurance industry. In order to establish the axial category of omnichannel distribution, managerial actions in information dissemination, laws and regulations, and supervision and control are needed, which—given campaign strategies for omnichannel distribution with engaging content and policies for integrating distribution channels—can be achieved through flexibility and adaptability.

Keywords

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Supply Chain Management
Volume 27, Issue 88 - Serial Number 88
Serial number 88. Autumn 2025
November 2025
Pages 101-125

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History

  • Receive Date: 05 May 2025
  • Revise Date: 17 June 2025
  • Accept Date: 06 September 2025
  • Publish Date: 23 October 2025

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