THE IMPACT OF E-MARKETING ON LIFE AND INVESTMENT INSURANCE SALES WITH EMPHASIS ON INTERNET

Abstract

Electronic marketing as one of the most important aspects of innovation in business processes has been applied by many organizations and companies across the world. Nowadays insurance companies as an important part of the economy play an essential role in improvement of economic indicators. Life insurances are very important due to their importance and role in supplying and ensuring the future of families as well as bringing significant savings to the economy of a country in the macroeconomic level. Hence, adopting new innovative methods and tools for business affairs such as electronic marketing can play an important role in the success of these organizations. The present paper studies the impact of electronic marketing (with an approach to internet), on life and investment insurance sales. Here, the electronic marketing definition is limited to using internet in marketing activities and it has been assumed equal to internet marketing. The research attempts to answer the question if emarketing affects life and investment insurance sales or not. The research population consists of managers, experts, and actuarial staff of insurance companies in TehranIran. To answer the research question, a main hypothesis and three sub-hypotheses have been defined and the relation between “e-marketing” and “life and investment insurance sales” has been tested through providing a conceptual model. Pearson correlation test and multivariate regression analysis have been used to assess and analyze the hypotheses. The results indicate that there is a significant relationship between “e-marketing” and “life and investment insurance sales”. This significant relationship has been confirmed in all three dimensions of e-marketing including the use of internet for marketing activities related to clients, the use of internet for marketing activities related to distribution channels, and the use of internet for activities related to marketing research regarding life and investment insurance sales.