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Register a new userMarketing Effectiveness Valuation in Syrian Privet Insurance Companies
تقييم فعالية التسويق في شركات التأمين الخاصة السورية
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أحمد عبدالله دعاس( باحث )
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هدفت الدراسة إلى قياس مدى التزام شركات التأمين الخاصة السورية بأبعاد فعالية التسويق وفق نموذج كوتمر و المتمثلة في: فلسفة العميل، الكفاءة التشغيلية، التوجه الاستراتيجي، المعلومات التسويقية الوافية، التنظيم التسويقي المتكامل عند تسويق خدماتها التأمينية و ذلك من وجهة نظر العاملين و المسوقين في هذه الشركات و ذلك من خلال استبانة تم تصميمها و التأكد من ثباتها و صلاحيتها لأغراض البحث و خلصت الدراسة إلى عدة نتائج أهمها تبني شركات التأمين الخاصة لأبعاد فعالية التسويق عند تسويق خدماتها التأمينية من وجهة نظر العينة المدروسة مع وجود توجه لبعض الأبعاد اكثر من غيرها و انتهت الدراسة إلى مجموعة من التوصيات التي من الممكن أن تؤدي إلى تحسين واقع الممارسات التسويقية في شركات التأمين الخاصة السورية.
The purpose of this study is to Measure privet insurance companies in Syria degree of commitment to marketing effectiveness dimensions recording to Kotler’s model which involve Customer Philosophy, operational efficiency, strategic orientation, adequate marketing information and integrated marketing organization, and that is according to the opinions of marketers and employees in these companies through preparing a questionnaire which had been refined and verified of its credibility. The study concluded a main result, which is that Syrian privet insurance companies adopted marketing effectiveness when they market there services , Finally the study came up with a number of Recommendations, that can lead to improve the reality of marketing practices in the private insurance companies in Syria.
Artificial intelligence review:
Research summary
هدفت الدراسة إلى تقييم مدى التزام شركات التأمين الخاصة السورية بأبعاد فعالية التسويق وفق نموذج كوتلر، والتي تشمل فلسفة العميل، الكفاءة التشغيلية، التوجه الاستراتيجي، المعلومات التسويقية الوافية، والتنظيم التسويقي المتكامل. استخدمت الدراسة استبانة تم تصميمها والتحقق من ثباتها وصلاحيتها، وتم توزيعها على 92 من العاملين والمسوقين في شركات التأمين الخاصة السورية. خلصت الدراسة إلى أن هذه الشركات تتبنى أبعاد فعالية التسويق عند تسويق خدماتها التأمينية، مع وجود تفاوت في الاهتمام ببعض الأبعاد أكثر من غيرها. كما قدمت الدراسة مجموعة من التوصيات لتحسين الممارسات التسويقية في هذه الشركات، منها التركيز على التدريب والتأهيل، وضع معايير لجودة الخدمات التأمينية، وتطوير منتجات تأمينية جديدة تتماشى مع متطلبات السوق السورية الحالية.
Critical review
دراسة نقدية: تعتبر الدراسة مفيدة في تسليط الضوء على فعالية التسويق في شركات التأمين الخاصة السورية، إلا أنها تعتمد بشكل كبير على آراء العاملين والمسوقين في هذه الشركات، مما قد يؤدي إلى تحيز في النتائج. كما أن الدراسة لم تتناول بشكل كافٍ تأثير العوامل الخارجية مثل الظروف الاقتصادية والسياسية على فعالية التسويق. بالإضافة إلى ذلك، يمكن أن تكون التوصيات المقدمة أكثر تفصيلًا وتحديدًا لتكون قابلة للتنفيذ بشكل أفضل.
Questions related to the research
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ما هي الأبعاد الخمسة لفعالية التسويق وفق نموذج كوتلر؟
الأبعاد الخمسة هي فلسفة العميل، الكفاءة التشغيلية، التوجه الاستراتيجي، المعلومات التسويقية الوافية، والتنظيم التسويقي المتكامل.
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ما هي أهم النتائج التي توصلت إليها الدراسة؟
توصلت الدراسة إلى أن شركات التأمين الخاصة السورية تتبنى أبعاد فعالية التسويق عند تسويق خدماتها التأمينية، مع تفاوت في الاهتمام ببعض الأبعاد أكثر من غيرها.
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ما هي التوصيات التي قدمتها الدراسة لتحسين الممارسات التسويقية في شركات التأمين الخاصة السورية؟
التوصيات تشمل التركيز على التدريب والتأهيل، وضع معايير لجودة الخدمات التأمينية، وتطوير منتجات تأمينية جديدة تتماشى مع متطلبات السوق السورية الحالية.
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ما هي المنهجية التي استخدمتها الدراسة لجمع البيانات وتحليلها؟
استخدمت الدراسة استبانة تم تصميمها والتحقق من ثباتها وصلاحيتها، وتم توزيعها على 92 من العاملين والمسوقين في شركات التأمين الخاصة السورية، وتم تحليل البيانات باستخدام الحزمة الإحصائية للعلوم الاجتماعية (SPSS).
References used
Abdalelah S. Saaty & Zaid Ahmad Ansari,2011, Factors Critical in Marketing Strategies of Insurance Companies in Saudi Arabia, International Journal of Marketing Studies, Vol. 3, No. 3; August 2011,p.p 104-121
Miao,Duan, 2012, Strategic management and Marketing Strategy in Insurance Companies,Lahden Ammattikeakoulu. Available at www.ssrn.com
Christopher,Levelock and Jochen, Wirtz,2007,services Marketing-People –technology-strategy, Prentice Hall
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