Applications of Intelligent Marketing Information System(Case Study of Insurance Industry in Iran)
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Abstract
In today's dynamic market, the role of the customer is more important than ever. In new markets, by using various technologies, especially information technology, have reached high capabilities in the field of competition and customer attraction. These technologies can play a key role in increasing management efficiency, reducing the cost of the product in the market, increasing customer satisfaction and increasing competitiveness capabilities. Iranian companies and the insurance
industry have a major problem in collecting data through traditional methods and the lack of a data collection system through cyberspace, data conceptualization and the lack of an intelligent data analysis system to provide indicators in management. The purpose of this research is to model an intelligent marketing system in the Iranian insurance industry and to help managers in the field of marketing and customer relations. To examine the management functions of the system in the insurance industry, such as insurance indicators in the market, we used the opinions of 54 managers of the insurance industry and experts and specialists in the field of information systems and marketing. The results of this study after field study by preparing and distributing a questionnaire by analyzing data through inferential data analysis and population mean statistical tests (T test), two-population mean comparison test (independent T test), analysis of variance and modeling Structural equations were examined and a suitable model for creating an intelligent business system was presented.
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